Marketing & Product Guide

Transcription

1 Marketing & Product Guide April 24 - May 21, 2011 Australian wines were the hottest selling wine category between 2006 and To re-capture consumer interest, the Australian wine category has been reinvented. The LCBO is introducing 37 new wines to our portfolio. These new wines will feature prominently in advertising and in-store. There is a is a lot to be seen as we encourage customers to Rediscover Down Under Australia

2 IMPORTANT! END AISLES 2 THROUGH 10 The strategy for how End Aisles are merchandised in P2 is different. All stores on the IMAGE program are effected. Note: Backer Cards will have the sign s end aisle location printed on the lower right hand corner to make it easy to know where the sign should be installed and which side of the sign to display. See page 4-11 for details. REVITALIZING THE AUSTRALIAN WINE CATEGORY There is a NEW Product sign package to draw customers attention to the 37 new Australian wines that the LCBO now has available. The sign package consists of: Neck tags Perpendicular Shelf Talkers (for the Australia Section) Shelf Talkers (for End Aisle Shelves) Pricer Cards Pole Top Signs (for the in-section Featured Product Poles NIBS012) See page 13 for details. SUMMER SOLD BLOCK PILE - SETUP IN P2 The Ready-To-Drink Block pile program is back, new and improved for Last year, products featured on the block pile accounted for $12.7 million in net sales dollars and 2.2 million in sales litres. Block pile turns will now coincide with promotional turns, running from PT2 to PT7. Participation in this program is mandatory in 387 stores. See page 47 for details. SUMMER ROSÉ PROGRAM As of P2, products participating in the Summer Rosé program can be added to the Seasonal Products Category Section of the Wines Fridge. Refer to your Wine Fridge Planoguide package for more details. See page 43 for details about the Summer Rosé program. MIXED DRINK FIXTURES RENAMED TO SPECIAL PROMOTIONS FIXTURES Fixture #1 = BAM Products Fixture #2 = LCBO# Terra Barossa Merlot 2 See page 31 for details

3 Promotional Sign Gallery All of the Promotional Sign Components that are available for re-order have a re-order number. If a sign component is missing or damaged call the Contact Centre ( ) and quote the re-order number. Please have a copy of the Marketing & Product Guide on hand. Thank you.

4 IMPORTANT! End Aisle Product Selection In P2 we have made a change to how we have structured the End Aisles, which will effect all stores on the IMAGE program. This change is only for P2 and has been reflected in your store s Location Maps. There are 37 new products that are being introduced in an effort to rejuvenate the Australia Wine category. To showcase the new products, most of them will be merchandised on the most prominent End Aisles (2 through 10) during P2. To address inventory concerns and deliver an exciting and dynamic promotion to our customers, we have divided the End Aisles into two groups: 1. NEW: One group of stores will have a majority of the new products featured on their End Aisles 2 through TRADITIONAL: A second group of stores will feature existing, top selling brands from Australia on End Aisles 2 through 10. Refer to pages 7-10 for participating store lists. All stores that have sold end aisles will feature both new and existing brands on End Aisles All stores that have End Aisle 1 will feature LCBO# Victoria Bitter (VB). We are excited about this promotion and believe we are offering our customers the right products in the right place. 4 Promotional Turn 2

5 IMPORTANT! End Aisle Products - Making Substitutions The end aisles in P2 have been assigned based on the flavour profile of the wines, NOT by brand or by varietal as has been done in the past. We want to answer for our customers: What does it taste like? Will I like it? Products selected to replace an out-of-stock items must be consistent with the taste profile presented on each End Aisle. Out-of-stock products do not need to be replaced with a products from the same brand or from the same agent. When replacing an out-of-stock product consider: 1. If one product sells out, but the other two products on the display are in a good stock position, expand the facing of the two remaining products. When the third product is back in stock, return it to the display. 2. Temporarily replace the out-of-stock product with an Australian wine your store lists that has the same flavour profile (i.e. A Big & Bold with another Big & Bold). Refer to the product lists on the following pages or your Staff Guide to Australian Wine. 3. If a product becomes out-of-stock at the warehouse, relacements will be communicated through the SAM newsletter. NOTE: The backer cards do not have brand photos so it will be easier to make substitutions. Any questions about the P2 end aisles can be directed to: Carolyn O Grady-Gold or carolyn.ogrady-gold@lcbo.com Ann Patel or ann.patel@lcbo.com. Marketing & Product Guide 5

6 Promotional Signs - End Aisles IMPORTANT Component End Aisle Backer Cards 30 w x 24 h (Generic Backer Card) LOOK AT THE BOTTOM RIGHT HAND CORNER OF THE BACKER CARDS TO DETERMINE WHICH END AISLE THE SIGN SHOULD BE DISPLAYED ON AND WHICH SIDE OF THE SIGN TO SHOW. End Aisle Flight Products Re-order Code Generic Rediscover Down Under (Red) End Aisle 01 Crisp & Fresh End Aisle 02 New Bold & Lush Traditional Big & Bold End Aisle 03 New Fresh & Fruity Traditional Crisp & Zesty End Aisle 04 New Silky & Smooth Traditional Bold & Lush End Aisle 05 New Crisp & Zesty Traditional Fresh & Fruity End Aisle 06 New Big & Bold Traditional Rich & Sumptuous End Aisle 07 New Rich & Sumptuous Traditional Fresh & Approachable End Aisle 08 New Light & Aromatic Traditional Deep & Fruity End Aisle 09 New Crisp & Fresh Traditional Bold & Lush End Aisle 10 New Big & Bold Traditional Smooth & Easygoing End Aisle 11 Deep & Rich End Aisle 12 Fun & Fresh End Aisle 13 Rich & Fun End Aisle 14 Fresh & Fruity End Aisle 15 Bold & Lush End Aisle 16 Rich & Elegant End Aisle 17 Silky & Smooth End Aisle 18 Deep & Fruity End Aisle 19 Smooth & Easygoing End Aisle 20 Fun & Fresh NEW Product Bottle Topper MANDATORY Install on New Australian Products Red Versions on Red Wines Yellow Versions on White Wines Promotional Turn 2

7 Promotional Signs - at Store Entrance Location LCBO# Description Size (ml) Support Programs End Aisle 1 Crisp & Fresh Victoria Bitter (VB) 500 LTO End Aisle 2, 3, 4, 5, 6 NEW Products Participating Stores Mandatory Participation: 1, 4, 5, 10, 15, 18, 19, 21, 22, 31, 35, 36, 37, 38, 40, 57, 58, 63, 79, 102, 103, 106, 115, 132, 145, 148, 149, 154, 156, 164, 168, 171, 179, 182, 187, 191, 195, 198, 207, 211, 212, 214, 217, 223, 226, 243, 252, 253, 287, 288, 295, 298, 311, 325, 326, 329, 334, 344, 346, 351, 353, 355, 360, 367, 371, 373, 378, 383, 384, 385, 386, 387, 389, 390, 393, 398, 407, 412, 417, 426, 431, 432, 437, 438, 443, 445, 452, 456, 457, 465, 481, 486, 494, 495, 499, 501, 511, 521, 522, 523, 528, 534, 536, 540, 542, 544, 546, 549, 553, 556, 566, 568, 569, 573, 575, 579, 590, 602, 605, 616, 617, 619, 623, 624, 629, 630, 631, 632, 635, 698, 702, 771, 776 End Aisle Jacob's Creek Reserve Cabernet Sauvignon 750 LTO NEW Thorn-Clarke Terra Barossa Merlot 750 BAM Bold & Lush Peter Lehmann Barossa Shiraz 750 LTO, FSI End Aisle Peter Lehmann Barossa Blonde 750 LTO NEW Devil's Lair Fifth Leg Semillon Sauv Blanc 750 Fresh & Fruity The Knappstein Insider White 750 BAM End Aisle De Bortoli Deen Vat 10 Pinot Noir. 750 BAM NEW Lenswood Hills Pinot Noir 750 BAM Silky & Smooth Barwick White Label Pinot Noir 750 End Aisle D'Arenberg The Stump Jump Lightly Wooded Chard 750 LTO NEW Jacob's Creek Reserve Riesling 750 LTO Crisp & Zesty Cooralook Pinot Gris 750 End Aisle The Lucky Country Shiraz 750 FSI NEW Morse Code Shiraz 750 BAM, FSI Big & Bold Kangarilla Road Charlie's Blend Shiraz Cabernet 750 FSI Mandatory Install the red Necktags on red wines indicated with Stores in Bilingual Designated areas must also display French versions. Mandatory Install the red Necktags on white wines indicated with Stores in Bilingual Designated areas must also display French versions. Marketing & Product Guide 7

8 Display Programs - Participating Products Continued Location LCBO# Description Size (ml) Support Programs End Aisle 2, 3, 4, 5, 6 Traditional Products Participating Stores Mandatory Participation: 3, 6, 8, 11, 12, 13, 14, 20, 23, 24, 25, 26, 27, 28, 30, 32, 34, 39, 43, 44, 45, 47, 50, 54, 55, 56, 59, 60, 61, 62, 64, 65, 68, 69, 70, 72, 73, 74, 78, 80, 81, 82, 85, 86, 88, 90, 91, 93, 95, 97, 99, 101, 109, 110, 125, 130, 136, 140, 143, 144, 152, 153, 155, 163, 165, 167, 175, 183, 184, 185, 186, 188, 190, 192, 196, 197, 199, 200, 201, 202, 209, 210, 216, 218, 222, 225, 227, 228, 232, 233, 234, 236, 237, 242, 244, 246, 247, 248, 249, 250, 255, 260, 263, 265, 266, 268, 269, 270, 278, 279, 300, 302, 304, 310, 312, 321, 324, 327, 340, 343, 345, 356, 359, 361, 362, 363, 366, 381, 382, 388, 392, 394, 397, 400, 401, 402, 404, 406, 408, 411, 415, 416, 425, 428, 434, 436, 444, 453, 454, 458, 459, 467, 470, 484, 485, 490, 497, 505, 507, 517, 518, 525, 529, 533, 539, 545, 552, 555, 559, 563, 564, 572, 578, 584, 586, 587, 593, 601, 618, 634, 637, 700, 703 End Aisle Lindemans Bin 50 Shiraz 750 Traditional Rosemount Diamond Shiraz 750 LTO, FSI Big & Bold Wolf Blass Yellow Label Shiraz 750 LTO End Aisle Wolf Blass Red Label Semillon/Sauvignon Blanc 750 BAM Traditional Lindemans Bin 85 Pinot Grigio 750 BAM, FSI Crisp & Zesty Banrock Station Unwooded Chardonnay Carton 1000 LTO End Aisle Jacob's Creek Shiraz/Cabernet 750 LTO Traditional Wyndham Estate Bin 555 Shiraz 750 LTO Bold & Lush Yellow Tail Shiraz 750 LTO End Aisle Hardys Stamp Series Riesling/Gewurztraminer 750 BAM Traditional Wolf Blass Yellow Label Riesling 750 BAM Fresh & Fruity Yellow Tail Semillon/Sauvignon Blanc 750 LTO End Aisle Rosemount Diamond Cellar Shiraz/Cabernet 750 BBAM Traditional Penfolds Koonunga Hill Shiraz/Cabernet 750 BBAM Rich & Sumptuous Wolf Blass Red Label Shiraz/Cabernet Sauvignon 750 BBAM 8 Promotional Turn 2

9 Display Programs - Participating Products Continued Location LCBO# Description End Aisle 7,8 NEW Products Participating Stores End Aisle 7 NEW Rich & Sumptuous Size (ml) Support Programs Mandatory Participation: 1, 4, 5, 10, 15, 18, 19, 21, 22, 31, 35, 36, 37, 38, 40, 57, 58, 63, 79, 102, 106, 115, 132, 145, 148, 149, 154, 156, 164, 168, 171, 179, 182, 187, 191, 195, 198, 207, 211, 212, 214, 217, 226, 243, 252, 253, 287, 288, 295, 298, 311, 325, 326, 329, 334, 344, 346, 351, 353, 355, 360, 367, 371, 373, 378, 383, 384, 385, 386, 387, 389, 390, 393, 398, 407, 412, 417, 426, 431, 432, 437, 438, 443, 445, 452, 456, 457, 465, 481, 486, 494, 495, 499, 501, 511, 521, 522, 523, 528, 534, 536, 540, 542, 544, 546, 549, 553, 556, 566, 568, 569, 573, 575, 579, 590, 602, 605, 616, 617, 619, 623, 624, 629, 630, 631, 632, 635, 698, 702, 771, Penfolds Koonunga Hill Cabernet Sauvignon 750 BAM De Bortoli Deen Val 4 Petit Verdot 750 BAM, FSI Yalumba Y Series Shiraz/Viognier 750 LTO, FSI End Aisle DB Family Selection Traminer Riesling 750 LTO NEW Yalumba Y Series Riesling 750 LTO, FSI Light & Aromatic Clare Hills Riesling 750 BAM, FSI Mandatory Install the red Necktags on red wines indicated with Stores in Bilingual Designated areas must also display French versions. Mandatory Install the red Necktags on white wines indicated with Stores in Bilingual Designated areas must also display French versions. End Aisle 7, 8 Traditional Products Participating Stores End Aisle 7 TRADITIONAL Fresh & Approachable Mandatory Participation: 3, 6, 8, 11, 12, 14, 20, 23, 24, 25, 26, 27, 32, 34, 43, 44, 45, 47, 50, 55, 59, 60, 61, 62, 64, 65, 68, 70, 72, 73, 74, 80, 82, 85, 86, 90, 93, 95, 97, 101, 125, 130, 140, 143, 144, 152, 153, 155, 163, 165, 167, 175, 185, 186, 188, 190, 192, 196, 200, 201, 209, 210, 216, 218, 228, 233, 234, 237, 242, 244, 248, 249, 255, 263, 265, 269, 278, 300, 312, 321, 324, 340, 343, 345, 356, 359, 361, 362, 366, 381, 382, 388, 392, 394, 397, 400, 401, 402, 404, 408, 411, 415, 416, 425, 428, 434, 444, 453, 458, 459, 467, 470, 484, 485, 490, 497, 505, 518, 525, 533, 545, 552, 555, 559, 563, 564, 572, 584, 586, 587, 593, 601, 618, 634, 700, Wyndham Estate Bin 222 Chardonnay 750 LTO Jacob's Creek Chardonnay 750 LTO Yellow Tail Chardonnay 750 LTO End Aisle Hardys Stamp Series Shiraz/Cabernet 750 BAM TRADITIONAL Mcwilliams Hanwood Estate Shiraz 750 LTO Deep & Fruity Banrock Station Shiraz Carton 1000 BAM Marketing & Product Guide 9

10 Display Programs - Participating Products Continued Location LCBO# Description End Aisle 9, 10 NEW Products Participating Stores Size (ml) Support Programs Mandatory Participation: 1, 5, 10, 15, 19, 21, 22, 31, 35, 36, 38, 40, 57, 63, 102, 106, 115, 132, 145, 148, 149, 154, 156, 164, 168, 171, 179, 182, 187, 191, 195, 198, 207, 212, 214, 217, 226, 243, 252, 253, 287, 288, 295, 298, 311, 325, 326, 329, 334, 344, 346, 351, 353, 355, 360, 367, 371, 373, 378, 383, 385, 386, 387, 389, 390, 393, 398, 407, 412, 417, 426, 431, 432, 437, 438, 443, 445, 452, 456, 457, 465, 481, 486, 494, 495, 499, 501, 511, 521, 522, 523, 528, 534, 536, 540, 542, 544, 546, 549, 553, 556, 566, 569, 573, 575, 579, 590, 602, 605, 616, 617, 619, 623, 624, 629, 630, 631, 632, 635, 698, 702, 771, 776 End Aisle Skuttlebutt Sauvignon Blanc Semillon 750 LTO NEW Shingle Haycutters Sauvignon Blanc Semillon 750 Crisp & Fresh Crush Sauvignon Blanc Semillon 750 NT End Aisle Red Knot Cabernet Sauvignon 750 BBAM NEW Clare Hills Shiraz Cabernet 750 BAM Big & Bold Angus The Bull Cabernet Sauvignon 750 LTO, FSI Mandatory Install the red Necktags on red wines indicated with Stores in Bilingual Designated areas must also display French versions. Mandatory Install the red Necktags on white wines indicated with Stores in Bilingual Designated areas must also display French versions. End Aisle 9, 10 Traditional Products Participating Stores Mandatory Participation: 8, 20, 23, 26, 27, 34, 43, 44, 47, 50, 55, 59, 60, 62, 64, 65, 68, 72, 74, 80, 85, 90, 93, 95, 97, 101, 125, 130, 140, 144, 152, 155, 167, 175, 185, 188, 190, 200, 201, 209, 210, 218, 228, 234, 237, 242, 244, 248, 249, 255, 263, 265, 269, 300, 312, 340, 343, 356, 359, 361, 362, 366, 381, 382, 388, 392, 394, 397, 400, 402, 404, 408, 415, 416, 425, 428, 434, 444, 453, 459, 467, 470, 484, 485, 490, 497, 505, 518, 525, 533, 545, 559, 563, 572, 584, 586, 587, 593, 601, 618, 634, 700, 703 End Aisle Wolf Blass Red Label Shiraz/Grenache 750 LTO Traditional Hardys Stamp Series Cabernet/Merlot 750 BAM Bold & Lush Yellow Tail Cabernet Sauvignon 750 NT End Aisle Mcguigan Black Label Shiraz 750 Traditional Banrock Station Shiraz 750 LTO Smooth & Easygoing Cookoothama Shiraz 750 LTO 10 Promotional Turn 2

11 Display Programs - Participating Products Continued Location LCBO# Description Size (ml) Support Programs Mitolo Junior Shiraz 750 LTO, FSI End Aisle 11 Deep & Rich Kangarilla Road Shiraz De Bortoli Deen Vat 8 Shiraz 750 LTO End Aisle 12 Fun & Fresh End Aisle 13 Rich & Fun End Aisle 14 Fresh & Fruity End Aisle 15 Bold & Lush End Aisle 16 Rich & Elegant End Aisle 17 Silky & Smooth End Aisle 18 Deep & Fruity End Aisle 19 Smooth & Easygoing End Aisle 20 Fun & Fresh Yellowglen Pink Sparkling Yellow Tail Bubbles 750 NT Mcwilliam's Handwood Estate Moscato 750 LTO Yellow Tail Shiraz/Grenache 750 LTO D'Arenberg The Stump Jump Grenache Shiraz Mourvedre 750 LTO Devil's Lair Fifth Leg Shiraz Merlot Cabernet Sauv 750 FSI Yellow Tail Pinot Grigio 750 NT Billyrock Station Pinot Grigio 250 BAM Lizard Flat Chardonnay 750 BAM Billyrock Station Shiraz 250 BAM Mcwilliam's Hanwood Estate Cabernet Sauvignon 750 LTO Deakin Estate Shiraz Yering Station Little Yering Cab. Shiraz Merlot 750 LTO St. Hallett Gamekeeper's Shiraz Cabernet 750 BAM Stone Dwellers Cabernet Sauvignon 750 FSI Rosemount Pinot Noir 750 BAM Lindemans Bin 99 Pinot Noir 750 BAM Wolf Blass Yellow Label Pinot Noir 750 BAM LONG FLAT SHIRAZ 750 LTO Wonambi Shiraz 750 BAM Jacob's Creek Reserve Shiraz 750 LTO Yering Station Little Yering Chardonnay 750 LTO, FSI Wolf Blass Yellow Label Chardonnay 750 LTO, FSI Penfolds Koonunga Hill Chardonnay 750 BAM Jip Jip Rocks Sparkling Shiraz Emeri Pink Moscato 750 BAM Emeri Sparkling Pinot Grigio 750 BAM FSI = Product is featured in the Free Standing Insert. LTO = Limited Time Offer VA = Value Add BAM = Bonus AIR MILES Reward Miles BBAM = Bundled Bonus AIR MILES Reward Mile 11

12 Display Programs - Participating Products Continued Location LCBO# Description Hero Display Banner Stand Insert 20 w x 70 h re-order # Hardy's Chronicles Butcher's Gold Shiraz Sangiovese Size (ml) Support Programs 750 BAM, FSI Pricer Cards re-order# Pod 1 Cross Backer Card Topper sign re-order# A B C D Pod 3 Cross Backer Card Topper sign re-order# A C C B Pod 2 Cross Backer Card Topper sign re-order# A B B A A B C D A B C A B Hardy's Chronicles the Gambler Chardonnay 750 LTO James Oatley Tic Tok Sauvignon Blanc 750 BAM James Oatley Tic Tok Chardonnay 750 LTO James Oatley Tic Tok Cabernet Sauvignon 750 BAM James Oatley Tic Tok Shiraz 750 LTO, FSI Xanadu Next Of Kin Sauvignon Blanc Semillon 750 BBAM Xanadu Next Of Kin Chardonnay 750 BBAM Xanadu Next Of Kin Shiraz 750 BBAM, FSI Peter Lehmann Weighbridge Shiraz Peter Lehmann Clancy's Red Shz/Cab/Mer 750 LTO Pod Pricer Cards Re-order # (Includes Pricer Cards for all three pods) 12 Promotional Turn 2

13 NEW Product - In-section Signs Component Where to install sign Re-order Code Images NEW Product Pole Top Signs Install the pole top signs on the Featured Product Poles (NIBS012) near the new products in their onshelf position. Pole Top Sign Pole Top Sign Holder NIBS012 NEW Product Shelf Talkers Install the pre-printed shelf talkers in front of the participating products on the End Aisle shelves as required NEW Product Perpendicular Shelf Talkers Install the pre-printed perpendicular shelf talkers in front of the participating products in the Australia Section as required Marketing & Product Guide 13

14 Promotional Signs - Exterior Signs Component Where to install sign Re-order Code Images Exterior Banner Rediscover Down Under (RED) ALTERNATE BETWEEN VERSIONS w x 87 h Exterior Banner The New Australia (ORANGE) 43 w x 87 h ALTERNATE BETWEEN VERSIONS Exterior Banner Rediscover Down Under (YELLOW) 43 w x 87 h ALTERNATE BETWEEN VERSIONS Show Card Rediscover Down Under (RED over YELLOW) 28 w x 45 h Exterior Transparency Rediscover Down Under (RED) Install in the windows on the hangers or in the frames. Only for Stores 452, 483, 528, Not available for re-order 28 w x 45 h Exterior Transparency The New Australia (ORANGE) 28 w x 45 h Only for Stores 452, 483, 528, 568 Not available for re-order Exterior Transparency Rediscover Down Under (YELLOW) 28 w x 45 h Only for Stores 452, 483, 528, 568 Not available for re-order 14 Promotional Turn 2

15 Promotional Signs Summer Programs Component Where to install sign Re-order Code Images Pole Top Signs See page 49 for details Summer Sold Blockpile Pricer Cards Summer Sold Blockpile See page 49 for details Shelf Talkers Summer Sold Blockpile See page 49 for details Promo Table #1 Sign Summer Rosé THE SIGN SHIPPED FOR P1 REMAINS IN PLACE FOR P2 ROSE w x 24 h See page 99 for product details Sub Category Sign Summer Rosé Wines Fridge in front of Seasonal Products ROSE002 8 w x 3 h See page 43 for merchandising instructions Shelf Talkers Summer Rosé 8 w x 3 h In front of participating product wherever it is merchandised in the store. DO NOT DISCARD UNUSED SIGNS, THEY WILL BE USED LATER IN THE SUMMER. ROSE signs 25 Summer Rosé Versions 35 Year-round Rosé versions Summer Year-round Basket Signs Summer Rosé In baskets where Summer Rosés are merchandised. ROSE w x 7 h See page 43 for merchandising instructions Marketing & Product Guide 15

16 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Banner Front: Rediscover Down Under (RED) Back: Jeep 30 w x 30 h On the hangers around the periphery of the store. ALTERNATE BETWEEN VERSIONS Perimeter Banner Front: Huts Back: Rediscover Down Under (YELLOW) 30 w x 30 h On the hangers around the periphery of the store. ALTERNATE BETWEEN VERSIONS Perimeter Banner Front: Surfboards Back: License Plates 30 w x 30 h On the hangers around the periphery of the store. ALTERNATE BETWEEN VERSIONS Promotional Turn 2

17 Promotional Signs Perimeter Transparencies Component Where to install sign Re-order Code Images Perimeter Transparency Square: In the light boxes around the periphery of the store Rediscover Down Under ALTERNATE BETWEEN (RED) VERSIONS 28.5 w x 28.5 h Perimeter Transparency Square: Jeep 28.5 w x 28.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Perimeter Transparency Square: Rediscover Down Under (YELLOW) 28.5 w x 28.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Perimeter Transparency Square: Huts 28.5 w x 28.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Marketing & Product Guide 17

18 Promotional Signs Perimeter Component Where to install sign Re-order Code Images Perimeter Transparency Horizontal: Rediscover Down Under (RED) In the light boxes around the periphery of the store w x 28.5 h ALTERNATE BETWEEN VERSIONS Perimeter Transparency Horizontal: Rediscover Down Under (YELLOW) 45.5 w x 28.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Perimeter Transparency Horizontal: Huts 45.5 w x 28.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Perimeter Transparency Horizontal: Surfboards 45.5 w x 28.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Perimeter Transparency Horizontal: Cowboys 45.5 w x 28.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Promotional Turn 2

19 Promotional Signs Transparencies Component Where to install sign Re-order Code Images Transparency Vertical: Rediscover Down Under (RED) In the light boxes around the periphery of the store. Not available for re-order 28.5 w x 45.5 h ALTERNATE BETWEEN VERSIONS Only for Store 486 Transparency Vertical: The New Australia (Orange) 28.5 w x 45.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Only for Store 486 Not available for re-order Transparency Vertical: Rediscover Down Under (YELLOW) 28.5 w x 45.5 h In the light boxes around the periphery of the store. ALTERNATE BETWEEN VERSIONS Only for Store 486 Not available for re-order Marketing & Product Guide 19

20 Promotional Signs - Power Aisle Component Where to install sign Re-order Code Images Thematic Banner Stand Thematic Banner Stand Insert (store entrance) 20 w x 70 h Backlit / Tasting Bar 22 w x 33 h Install in the frame on the portable tasting bar. Some stores will be equipped with a backlit sign holder Shopping Cart Signs 10 w x 7.75 h Special Promotions Fixtures Drum Sign Rediscover Down Under 48 w x h Shopping Cart Signs are only in the following stores: 10, 11, 22, 24, 48, 70, 74, 84, 93, 95, 101, 102, 106, 115, 145, 164, 187, 211, 212, 217, 229, 252, 288, 312, 320, 325, 345, 382, 392, 417, 446, 467, 495, 499, 511, 522, 544, 549, 579, 586, 617, 702 Mixed Drink Fixture #2 Not available for re-order Special Promotions Fixtures Poster Rediscover Down Under Mixed Drink Fixture # w x 39.5 h 20 Promotional Turn 2

21 Promotional Signs - Power Aisle Component Where to install sign Re-order Code Images Power Aisle Banner Front: Rediscover Down Under (RED) Back: Jeep 45 w x 30 h Over the central aisle. ALTERNATE BETWEEN VERSIONS Power Aisle Banner Front: Huts Back: Rediscover Down Under (YELLOW) 45 w x 30 h Over the central aisle. ALTERNATE BETWEEN VERSIONS Power Aisle Banner Front: Rediscover Down Under (Yellow) Back: Chalkboard 45 w x 30 h Over the central aisle. ALTERNATE BETWEEN VERSIONS Power Aisle Banner Front: Huts Back: Rediscover Down Under (RED) 45 w x 30 h Over the central aisle. ALTERNATE BETWEEN VERSIONS Marketing & Product Guide 21

22 Promotional Signs - Ontario Wine Component Where to install sign Re-order Code Images Superstars Kit Includes: Backer cards x 2 Shelf Talkers Pricer Cards Recipe Cards Cut case display at VQA Cube Complete Kit: Shelf Talkers Only: w x 24 h Popular Pick Kit Includes: Backer cards x 1 Cut case display in Ontario Section w x 24 h golocal FSI Fixture VQA golocal Category Signs x 2, VQA cube centre sign x 1 Shelf Talkers 5 W x 4 H Bundles of 6 x 2 per kit, One end of the VQA fixture (Participating stores only) Complete Kit: FOOD & DRINK Header Card 18-3/16 w X 20-1/16 h FOOD & DRINK Fixture English/Bilingual FOOD & DRINK A Frame Sign 25 w X 5.5 h FOOD & DRINK A Frame Fixture English/English: English/French: Promotional Turn 2

23 Promotional Signs - Promotional Fixture (NOW SOLD SPACE) Component Where to install sign Re-order Code Images Promo Fixture Promo Fixture Sign - Short Note: The promo fixture Summer s New Flavours is now part of the Mini- 28 w x 6 3/8 h Thematic sold space program. See page 39 for details. Promo Fixture Sign - Long Summer s New Flavours 43 w x 6 3/8 h Promo Fixture Note: The promo fixture is now part of the Mini- Thematic sold space program. See page 39 for details Promo Fixture & In-Section Shelf Talkers Summer s New Flavours 6 w x 3 h Promo Fixture and in-section in front of participating products Promo Fixture Sign - Short Gifts 28 w x 6 3/8 h Promo Fixture (Above featured Gifts) Not available for re-order Shelf Talkers (4 versions) For the gift boxes and bags. Install in front of featured item. Not available for re-order Marketing & Product Guide 23

24 Promotional Signs On-Shelf Signs Location Signs Message Component Specifications Re-order Images On shelf Pre-printed Limited Time Offer Bin Tags Bin Tags 5 w x 1 h (151 Versions) On shelf Pre-printed Air Miles Bin Tags Bin Tags 5 w x 1 h (141 Versions) On shelf Pre-printed New Product Bin Tags (7 Versions) Bin Tags 5 w x 1 h On shelf Pre-printed Bilingual Limited Time Offer Bin Tags Bin Tags 7 w x 1 h (151 Versions) On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf On shelf Pre-printed Air Miles Bin Tags (141 Versions) Pre-printed New Product Bin Tags (7 Versions) Pre-printed Bundling Bonus Air Miles Shelf Talkers (10 Versions) Pre-printed IMAGE Shelf Talkers (Red Border, 20 Versions) Pre-printed Rediscover Australia (71 versions) Pre-printed Rediscover Australia (Regular Program - 65 versions) Pre-printed Rediscover Australia (Community Program - 5 versions) Pre-printed Rediscover Australia (Discovery Program - 9 versions) Blank Shelf Talkers Rediscover Australia (1 version x 50 per bundle) Blank Pricer Cards Rediscover Australia (1 version x 50 per bundle) Blank Extender Strips Rediscover Australia (1 version x 15 per bundle) Pre-printed Green Extender insert - 1 version Bilingual Bin Tags 7 w x 1 h Bilingual Bin Tags 7 w x 1 h Shelf Talkers 5 x Shelf Talkers 5 x Pricer Cards - 8 x Extender strips Pre printed - 12 x 2.5 Extender strips Pre printed - 12 x 2.5 Extender strips Pre printed - 12 x Shelf Talkers 5 x 4 - Blank Pricer Cards - 8 x 7 - Blank Extender strips - Blank 12 x 2.5 Extender strips Pre printed - 12 x Promotional Turn 2

25 Featured Gifts - Mother s Day Continue to merchandise the Featured Gift Items from P1. The Satin Gift Bags will be featured for Mother s Day. If the featured gift items sell down, merchandise the year-round gift items on the fixture: LCBO# Year Round 1 Bottle Box LCBO# Year Round 2 Bottle Box

26 Featured Gift - Mother s Day Gift Components LCBO# Description Price Versions Floral Satin Gift Bag $ Satin Gift Bag with Flower $4.95 each 2 (Turquoise and Green) Embroidered Fabric Gift Bags $5.95 each 2 (Butterfly and Birds Nest) Scallop Tin Pail $5.95 each 3 (Turquoise, Green, Blue) Butterfly Bottle Stopper $ Spring/Easter Wrap Kit $3.50 Wraps 12 vessels All items are packed in cases of 12 units. All gift items were sent in P1. Additional gift items will not be sent to stores in P2. There are a limited quantity of gift items available for re-order from supplying warehouses. Featured Gift Preparation Guidelines Always pre-wrap the featured gift vessels with products. Select from the products being featured in the Rediscover Australia Free Standing Insert (see page 34), the Summer Rosé program (see page 44) or select other products suitable for Mother s Day at the Store Manager s discretion. Use remaining inventory of the Spring/Easter wrap kit (cello bag, fill, ribbon and tags). We recommend making 12 gifts at a time as there is enough fill in each wrap kit to prepare 12 vessels. If you run out of the Spring/Easter wrap kit, order the Year-Round Wrap Kit LCBO# Write the following on the generic Gift Tags (available from Central Supply re-order# ) with a thin black marker. Product Name(s), Product LCBO#(s), Product Price(s), Vessel LCBO#, Vessel Price, Wrap Kit LCBO# Wrap Kit Charge ($3.50) and Total Price Affix the Gift Tags to the gift with the ribbon. Tie the ribbon with a simple bow. 26 Promotional Turn 2

27 Featured Gift - Mother s Day Merchandising Instructions - Promo Fixture Top Shelf Merchandise the fabric bags on the top shelf of one rounded Promo Fixture End Aisle. Remove one of each bag from their packaging and display them with the featured Easter or Rosé products. The balance of bags must be merchandised in the Acrylic Fabric Bag Holder. Merchandise the Butterfly Bottle Stopper on the top shelf. Middle and Bottom Shelf Merchandise the assembled Featured Gift vessels, on the middle and bottom shelves. When the Spring Gifts sell down, merchandise gifts built with the year-round boxes (LCBO# One-Bottle Box and LCBO#17864 Two-Bottle Box). Featured Gift Signs and Re-ordering Item Description Re-order# Where to install Featured Gift Promo Not available Promo Fixture Sign Band Fixture Sign for re-order 28 w x 6 3/8 h P2 Shelf Talker (1 versions) Not available for re-order Install in front of Satin Bags P1 Shelf Talkers (4 versions) Not available for re-order Re-use P1 Signs For the gift boxes and bags. Install in front of featured item. Price Hot Buttons GFT114 For the 95 bags Hot Button Clips NIHK102 Marketing & Product Guide 27

28 95 Gift Bags Spring 95 Bag The LCBO# Spring 95 Bags (100 per case, 50 of each version) are available for order from your supplying warehouse. Participating Stores Available to all stores. Bags are not being force allocated - order inventory SpriNg 95 Bag Merchandising Instructions Merchandise at the cash end in the metal wire baskets available from Central Supply (re-order# ). All stores will receive hot button signs to promote the price of the Spring 95 bags in the March 28th mailbag. Install the Spring 95 Bag and Hot Button Signs holder at each cash end with the existing clip. Install one sign on all cash ends (even if there are two baskets). Replacement signs and clips can be ordered from the Contact Centre ( ). Reorder # 95 Bag Hot Button Signs GFT Bag Hot Button Sign Clip NIHK102 Stores in FLS designated areas should display the bilingual side of the sign. order Holder From central Supply re-order# clip NiHK102 gft114 SpriNg 95 Bag HoT BuTToN SigN 28 Promotional Turn 2

29 Check 25 New signs have been produced for Promotional Turn 2 to support the Check 25 program. The objective of the campaign is to build awareness among our customers of the LCBO s policy which requires staff to I.D. anyone who looks 25 years of age and under. Take down all old components. All new components remain in place until June 19, Store will receive the following elements: Door Cling Vinyls Shopping cart sign (participating stores only) Cash register signs Posters

30 Check 25 Component Where to install sign Re-order Code Images Cling Vinyls 8 w x 6 h Entrance Door English: French: Cash Register Signs 10 w x 6 h On the back of each Cash register. Recycle the old signs Bilingual Posters 18.5 w x 26 h Infoboard at store entrance All stores will receive on English Version. FLS designated stores will receive a French Version. Not available for re-order Shopping Cart Signs 10 w x 7.75 h Shopping Cart Signs are only in the following stores: 10, 11, 22, 24, 48, 70, 74, 84, 93, 95, 101, 102, 106, 115, 145, 164, 187, 211, 212, 217, 229, 252, 288, 312, 320, 325, 345, 382, 392, 417, 446, 467, 495, 499, 511, 522, 544, 549, 579, 586, 617, Promotional Turn 2

31 Special Promotions Fixtures Formerly Mixed Drink Fixtures RE-ORDER CODE BAM001 (BILINGUAL) RE-ORDER CODE The Mixed Drink Fixtures are now being used for Special Promotions: One of the Mixed Drink Fixtures is now permanently designated to merchandise products on the Bonus AIR MILES Reward Miles support program. Select new products for P2 at the Store Manager s discretion. The second Special Promotion Fixture will be used to merchandise the Value Wines. The Terra Barossa Merlot remains on the fixture for P2.

32 Special Promotions Fixtures Formery Mixed Drink Fixtures Special Promotions Fixtures The Special Promotions Fixtures (formerly the Mixed Drink fixtures) are free-standing product merchandisers located in the power aisle. Participating stores have 2 fixtures. Fixture #1 - Bonus AIR MILES Reward Miles One of the Mixed Drink fixtures has been permanently designated to promote products participating in the Bonus Air Miles support program. Bilingual versions of the poster and drum sign were supplied in P1 - REUSE THESE SIGNS UNTIL FURTHER NOTICE. The existing blue bin ticket strip also stays in the bin ticket channel of the fixture until further notice. Replacement posters, drum signs and blue bin ticket strip can be ordered from the Contact Centre. Description Component Re-order # Bonus AIR MILES Reward Miles Mixed Drink Posters - 22 x 39.5 (English over Bilingual) BAM001 Bonus AIR MILES Reward Miles Mixed Drink Drum Signs - 48 x 6 3/8 (English over Bilingual) BAM002 Bonus AIR MILES Reward Miles Roll of blue Bin Ticket Strip (REUSE EXISTING BLUE STRIP) BAM003 Select any products with a Bonus AIR MILES Reward Miles offer (selection is at the Store Manager s discretion). Install the Bin Ticket Buttons and regular Bin Tags in the Bin Ticket channel on the fixture to communicate the offers. Please order sufficient inventory of the featured product to maintain the display through P2. Fixture #2 Rediscover Australia Participating Products LCBO# Description Format Terra Barossa Merlot 750 ml Components Description Component Re-order # Rediscover Australia Mixed Drink Posters - 22 x Rediscover Australia Mixed Drink Drum Signs - 48 x 6 3/ Promotional Turn 2

33 Advertising MOD OZ The P2 Newspaper Free Standing Insert will encourage customers to explore a new world of Australian wine. Features on the Margaret River wine region, Shiraz, innovative Blends, Australian cuisine and up-and-coming wine makers will lead to a rediscovery of Australia s vibrant and exciting wine scene. The FSI will promote a great selection of products new to the LCBO and classic brands - some of which are endorsed as Shari s Picks. Drop Date: April 30th Globe and Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun Kingston Whig Standard London Free Press Windsor Star Sudbury Star Hamilton Spectator Kitchener-Waterloo Record National Post

34 Advertising LCBO# Description Size (ml) Display Location Support Program The Lucky Country Shiraz 750 End Aisle Yering Station Little Yering Chardonnay* 750 End Aisle 19 LTO Mitolo Junior Shiraz* 750 End Aisle 11 LTO James Oatley Tic Tok Shiraz 750 POD 1 LTO Morse Code Shiraz 750 End Aisle 06 BAM Devil s Lair Fifth Leg Shiraz Merlot Cabernet Sauvignon 750 End Aisle Xanadu Next of Kin Shiraz 750 POD 2 BBAM Kangarilla Road Charlie s Blend Shiraz Cabernet 750 End Aisle Yalumba Y Series Riesling 750 End Aisle 08 LTO Stone Dwellers Cabernet Sauvignon* 750 End Aisle Clare Hills Riesling* 750 End Aisle 08 BAM Hardy s Chronicles Butcher s Gold Shiraz Sangiovese No Hero BAM Long Flat Shiraz Viognier De Bortoli Deen Val 4 Petit Verdot 750 End Aisle 07 BAM Wolf Blass Yellow Label Chardonnay 750 End Aisle 19 LTO Rosemount Diamond Shiraz 750 End Aisle 02 LTO Peter Lehmann Barossa Shiraz 750 End Aisle 02 LTO Angus The Bull Cabernet Sauvignon 750 End Aisle 10 LTO Penfolds Thomas Hyland Shiraz (VINTAGES Essential) Red Knot Shiraz 750 BBAM Yalumba Y Series Shiraz/Viognier 750 End Aisle 07 LTO Lindemans Bin 85 Pinot Grigio 750 End Aisle 03 BAM Killerman s Run Killikanoon Shiraz (VINTAGES Essential) 750 * Shari s Picks 34 Promotional Turn 21

35 golocal Ontario Wines VQA FSI Fixture Ontario Superstars Ontario Popular Pick

36 golocal FSI Fixture Program Overview Refer to the Participating Stores Section of this guide. The program is mandatory, the stores with the fixture must order the participating products. Stores only need to perform a 1-in/1-out if the Store Manager decides to keep the product past the promotion end dates. Key Dates Replace Centre Sign: April 26 Takedown: May 22 Components Participating Products LCBO# Description Size (ml) Peninsula Ridge Sauvignon Blanc VQA Cave Spring Pinot Noir VQA Eastdell Estates Rosé VQA Pelee Island Late Harvest Vidal VQA 750 Products remain on fixture in P2. Merchandising Instructions 1. Merchandise the four participating products on the top shelf of the VQA gondola retrofitted fixture. 2. Install the golocal Centre sign on the retrofitted end - Ensure the Easter version has been taken down. Go Local Sign Kit - Re-order# VQA golocal Category Signs x 2 per kit, VQA cube centre sign x 1 per kit, Shelf Talkers 5 W x 4 H Bundles of 6 x 2 per kit Advertising An FSI will be distributed in the following publications on April 16 and 17: Globe and Mail Kingston Whig- Toronto Star Standard Ottawa Citizen Kitchener-Waterloo Toronto Sun Record Ottawa Sun Sudbury Star National Post London Free Press Hamilton Spectator Windsor Star 3. Install the golocal Category Signs in the side bands on either side of the Centre Sign. 4. Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. There are no recipe cards for this period. Please save the recipe card holders for future use on this fixture. 36 Promotional Turn 2

37 Ontario Superstars Ontario Superstars Konzelmann Shiraz Barrel Aged VQA LCBO# ml $12.95 With flavours of plummy fruit and a touch of peppery spice, this dry ruby red wine is an excellent match for rich flavours like grilled Portobello mushrooms, lamb, bison burgers or spiced chicken. Pelee Island Alvar Semillon Sauvignon Blanc VQA LCBO# ml $12.95 This lively wine delivers lemon and tropical fruit aromas, and is very versatile. A superb food wine, try it with seafood, light pasta, or salads. Component Where to install sign Re-order Code Superstars Kit Includes: Backer cards x 2 Shelf Talkers Pricer Cards Recipe Cards Cut case display at VQA Cube Complete Kit: Shelf Talkers Only: w x 24 h Marketing & Product Guide 37

38 Ontario Popular Pick Popular Pick Sundance Cabernet Sauvignon LCBO# ml Bursting with berry fruit flavours and a hint of soft tannin, we think this wine will pair perfectly with a spring BBQ menu of grilled lamb chops, sausages or beef. LIMITED TIME OFFER Valid until May 22, 2011 Was: $8.95 Save: $1.00 Now: $7.95 Component Where to install sign Re-order Code Popular Picks Kit Includes: Backer cards x 1 Cut case display in Ontario Section w x 24 h 38 Promotional Turn 2

39 Mini Thematic Sold Space Program In-Section & Promotional Fixture Summer s New Flavours The product section of the Promotional Fixture is sold to the trade. Products participating in the Mini-Thematic program are promoted in-section and on the Promotional Fixture. If the featured products are not listed: Store managers are strongly encouraged to order and merchandise participating products on the Promotional Fixture. Products brought in for the promotion should not be merchandised in-section. Products are not force-allocated. The 1-in/1-out rule does not apply on the promotional fixture.

40 Mini Thematic Program Summer s New Flavours Participating Products LCBO# Description Size (ml) Malibu Cocktails Rum Punch 1, Seagram Wild Apple Vodka Cooler 4 Pk-B 4 x Vex Light Blood Orange 4 Pk-B 4 x Vex Strawberry Smoooothie 6 Pk-B 6 x Bacardi Breezer Mango Burst Pet 4 Pk-P 4 x Vextini Limelight Vodka Mudshake - Pina Colada 4 Pk-B 4 x Woody's Apple & Blackcurrant 4 Pk-B 4 x Mike's Hard Blueberry Lemonade 4 Pk-B 4 x Palm Bay Key Lime Cherry 6 Pk 6 x El Jimador Paloma 4 Pk-C 4 x Jack Daniel's And Ginger 4 Pk-C 4 x Bacardi Lime Daiquiri Bassano Hard Soda Raspberry Pomelo 4 x Woody s Vodka Cola 4 x 330 Components and Re-ordering: Promo fixture sign, short Summer s New Flavours ; English/French (Re-order: ) Promo fixture sign, long Summer s New Flavours ; English/French (Re-order: ) Product shelf talkers (15 versions); English/French (Re-order: ) Merchandising Instructions Promo Fixture 1. Insert category sign into the sign band on the fixture. 2. Install the pre-printed product shelf talkers in front of the participating products. In-Section 3. Install the pre-printed product shelf talkers in front of the participating products the store currently lists. 40 Promotional Turn 2

41 Ontario Craft Beer End Aisle Program

42 Ontario Craft Beer End Aisle Program Details The Ontario Craft Beer End Aisle is a year-round program. Implementation is mandatory for all participating stores. Direct any inquiries about the fixtures to the Beer and Cider department at Key Date Install Date: April 24, 2011 End Date: May 21, 2011 Participating Products LCBO# Description Price Size Brewery Contact#: Distributor Code Wellington County Dark Ale $ C Wellington County Brewery Nickel Brook Organic Lager $ C Better Bitters Brewing Co Mill Street Lemon Tea Beer $ C Mill Street Brewery Participating Stores 1, 5, 6, 9, 10, 14, 15, 18, 19, 21, 25, 36, 40, 57, 60, 106, 115, 143, 148, 154, 187, 212, 217, 243, 288, 295, 298, 324, 325, 334, 355, 360, 371, 412, 417, 432, 452, 457, 486, 495, 499, 511, 525, 528, 549, 556, 579, 619, 623, 624, 630, 702 ocb end aisle BacKer card re-order # ocbea01 42 Promotional Turn 2

43 Summer Rosés As of P2, products participating in the Summer Rosé program can be added to the Seasonal Products Category Section of the Wines Fridge. Refer to your Wine Fridge Planoguide package for more details. Last year s Rosé Program was very successful, resulting in net sales of $5.2 Million, up 100% over the previous year. This year, we are anticipating excellent sell through in response to an enhanced product assortment and strong in-store presence. The 2011 Rosé assortment consists of products that were top sellers in 2010, as well as 12 exciting new products like Lucky Country Rosé and Masi Modello delle Venezie Rosato. This year there are 25 wines participating in the Summer Rosé Program. All stores may order the Summer Rosé products at the store Manager s discretion. The 25 participating products are not to be planogrammed for on-shelf. Please do not Merchandise them in-section. The 1-in/1-out rule will not apply. The products will also be excluded from actual SKU count on the stores Flash report and should not be included on the Backroom Tracker.

44 Summer Rosé Program Participating Products LCBO # Product Name Price* Size New Product Merchandising Locations Jacob's Creek Shiraz Rosé $ ml Promo Table Folonari Pink Pinot Grigio $ ml Promo Table Two Oceans Shiraz Rosé $ ml Promo Table Sogrape Gazela Rosé $ ml Promo Table The Beach House Rosé $ ml Promo Table Sangre de Toro Rosé $ ml NEW Promo Table Cono Sur Reserva Carmenere Rosé $ ml NEW Promo Table La Vielle Ferme Cotes Du Ventoux Rosé $ ml Promo Table Barefoot Cellars White Zinfandel $ ml Gift Centre Ogio Primitivo Rosé $ ml Gift Centre Banrock Station Pink Moscato Rosé $ ml Gift Centre Farnese Montepulciano Cerasuolo d'abruzzo DOC $ ml NEW Gift Centre Villa Maria Private Bin East Coast Rosé $ ml NEW Gift Centre Sangiovese Rosé Yalumba Y Series $ ml NEW Gift Centre Lucky Country Rosé $ ml NEW Gift Centre Chateau de Manissy AOC Tavel $ ml NEW Gift Centre Tres de Saint Loues $ ml NEW Gift Centre Georgian Bay Rosé Cranberry Apple Wine $ ml NEW Gift Centre Masi Modello delle Venezie Rosato Igt $ ml NEW Gift Centre Marques de Caceres Rosado $ ml NEW Gift Centre Sibling Rivalry Pink VQA $ ml Basket - Discretionary Flourish Rosé VQA $ ml NEW Basket - Discretionary Fuzion Shiraz Rosé $ ml Store Manager s Discretion Misterio Rosé Malbec-Shiraz $ ml Store Manager s Discretion Open Rosé VQA $ ml Store Manager s Discretion * Price is subject to change. Merchandising Instructions Continue to maintain Summer Rosé displays. There are five types of merchandising options Gift Centre, Promo Table #1, Basket, Discretionary Space/End Aisle and Wine Fridge. Gift Centres Stores participating in the Rosé program should merchandise 12 of the products (minimum of three facings each) on the Gift Centre. Do not merchandise Rosé wines in any Gift Centres under direct sunlight. Include featured gifts and gift packaging on the fixture. Promo Table #1 Stores with Promo Table #1 will continue to feature the eight participating Rosés from P1 on the fixture. Please refer to page Promotional Turn 2

45 Summer Rosé Program Merchandising Instructions (continued) Baskets Consider one basket at a cash desk to present Rosé as an impulse buy. Please also consider including the summer Rosé products in staff tastings for the Staff Pick program. Wine Fridge Planoguide This year s P2 to P6 Wine Fridge Planoguide, includes 18 products from the Summer Rosé program. The wines have been assigned to the Seasonal Products Category Section. Products should be added to the Wine Fridge, not the Cooler Fridge. Refer to your Wine Fridge Planoguide package for more details. Discretionary For stores with discretionary space (ie Ends Aisles, baskets), we ask that you strongly consider the Seasonal Rosé wines to optimize sales during Rosé s peak sales season. Signs The Summer Rosé signs shipped during P1 and should be re-used throughout the summer. Component Where to install sign Re-order Code Images Promo Table #1 Sign ROSE001 Summer Rosé 18 w x 24 h THE SIGN SHIPPED FOR P1 REMAINS IN PLACE FOR P2 See page 99 for product details Sub Category Sign Summer Rosé Wines Fridge in front of Seasonal Products ROSE002 8 w x 3 h Shelf Talkers Summer Rosé 8 w x 3 h In front of participating product wherever it is merchandised in the store. DO NOT DISCARD UNUSED SIGNS, THEY WILL BE USED LATER IN THE SUMMER. ROSE signs 25 Summer Rosé Versions 35 Year-round Rosé versions Summer Year-round Basket Signs Summer Rosé In baskets where Summer Rosés are merchandised. ROSE w x 7 h Marketing & Product Guide 45

46 Summer Rosé Program Participating Stores will merchandise on: Promo Table #1 10, 22, 57, 115, 187, 252, 253, 265, 334, 346, 355, 378, 412, 445, 523, 545, 590, 617, 619, 624, 631, 632, 703 Basket - Discretionary 5, 21, 23, 65, 73, 95, 125, 191, 195, 201, 237, 242, 253, 326, 329, 344, 346, 366, 381, 392, 417, 456, 483, 486, 490, 497, 505, 511, 522, 523, 534, 569, 579, 605, 619, 635, 636, 703, 771 Gift Centre 15, 18, 25, 34, 38, 40, 50, 57, 64, 65, 70, 82, 99, 102, 125, 130, 140, 145, 148, 154, 164, 166, 171, 182, 185, 191, 198, 207, 211, 214, 217, 226, 228, 237, 239, 243, 244, 248, 262, 263, 295, 324, 329, 346, 353, 355, 358, 365, 381, 390, 393, 404, 412, 416, 426, 431, 444, 452, 456, 457, 459, 461, 465, 483, 497, 501, 505, 526, 527, 528, 534, 536, 540, 556, 566, 568, 569, 579, 593, 619, 624, 635, 700, 702, 771 GIFTS CADEAUX GIFTS CADEAUX TEXAS MICKEYS TEXAS MICKEYS Product A Product B Product C Product D Product E Product F Product A Product B Product C Product D SEASONAL GIFTS Product G Product H Product I Product J Product K Product L SEASONAL GIFTS Product E Product F Product G Product H SEASONAL GIFTS Product A Product B Product C Product D Product E Product F SEASONAL GIFTS Product I Product J Product K Product L SEASONAL GIFTS Product G Product H Product I Product J Product K Product L SEASONAL GIFTS Product A Product B Product C Product D 46 Promotional Turn 2

47 Ready-to-Drink Summer Sold Blockpile The Ready-To-Drink Blockpile program is back for Last year, products featured on the blockpile accounted for $12.7 million in net sales dollars and 2.2 million in sales litres. New and improved for this year: Blockpile turns will now coincide with promotional turns, running from PT2 to PT7 Six products per turn, high volume products may run back-to-back to simplify inventory management. Staggered end dates to accommodate regional selling seasons. All blockpile information will continue to be communicated in subsequent Marketing & Product Guides. New product information, including tasting profiles will be included in the companion Summer Products Staff Guide that will be available in P2. We would also like to remind all participating stores that our suppliers have bought into this program. Please implement it as any other sold program, the display must be built on time, maintained with sufficient inventory for the entire duration and signed with the approved material.

48 Ready-To-Drink Summer Sold Blockpile Continued P2 Participating Products LCBO# Description Format Smirnoff Ice 4-Pk-B Smirnoff Mixed Drinks Cranberry & Lime 4 Pk-B Palm Bay Ruby Grapefruit Sunrise Spritz 6 Pk-C Vex Strawberry Smoooothie 6 Pk-B Mott s Clamato Caesar Original 4 Pk-B Woody s Mexican Lime 4 Pk-B Participating Stores Participation is mandatory for the following stores: 1, 5, 8, 9, 10, 14, 15, 19, 20, 21, 23, 24, 25, 27, 28, 29, 30, 31, 32, 34, 35, 36, 38, 39, 42, 43, 44, 45, 46, 47, 48, 49, 50, 52, 55, 56, 58, 61, 62, 63, 64, 67, 68, 69, 70, 72, 73, 74, 77, 78, 80, 82, 83, 84, 85, 86, 87, 88, 90, 91, 93, 94, 95, 97, 98, 99, 101, 103, 104, 107, 108, 109, 110, 113, 114, 115, 122, 123, 125, 126, 127, 128, 132, 133, 136, 137, 139, 140, 141, 143, 144, 148, 149, 151, 152, 153, 155, 156, 157, 158, 160, 164, 165, 166, 168, 169, 171, 173, 174, 175, 176, 179, 181, 182, 183, 184, 185, 186, 187, 188, 190, 191, 193, 194, 195, 196, 197, 198, 199, 200, 201, 202, 203, 205, 207, 209, 211, 212, 213, 214, 217, 218, 220, 222, 223, 224, 225, 226, 228, 229, 230, 231, 233, 234, 236, 237, 238, 239, 240, 242, 243, 247, 248, 249, 250, 253, 255, 256, 258, 258, 262, 263, 265, 266, 268, 269, 270, 271, 272, 275, 276, 277, 278, 279, 286, 288, 292, 295, 297, 298, 299, 300, 302, 303, 304, 308, 309, 310, 311, 312, 315, 321, 322, 324, 325, 326, 327, 329, 330, 334, 335, 340, 343, 344, 346, 348, 351, 355, 356, 359, 361, 362, 365, 366, 367, 370, 371, 372, 373, 375, 376, 377, 378, 379, 380, 381, 382, 383, 385, 386, 388, 390, 393, 394, 398, 400, 402, 404, 405, 407, 408, 409, 412, 415, 416, 417, 418, 421, 422, 425, 426, 428, 430, 431, 432, 434, 435, 436, 437, 438, 441, 443, 444, 445, 446, 448, 449, 451, 452, 453, 456, 457, 458, 459, 461, 462, 464, 465, 467, 470, 471, 473, 474, 475, 481, 484, 485, 486, 487, 488, 489, 490, 494, 495, 497, 499, 501, 504, 505, 507, 509, 510, 511, 517, 518, 519, 521, 522, 523, 527, 528, 529, 531, 533, 536, 539, 540, 542, 543, 544, 545, 546, 549, 550, 553, 555, 556, 558, 559, 561, 562, 563, 564, 565, 566, 568, 569, 571, 572, 573, 575, 576, 578, 581, 584, 586, 587, 589, 590, 591, 593, 596, 598, 599, 601, 602, 603, 605, 616, 617, 618, 618, 619, 623, 624, 629, 630, 631, 632, 634, 637, 698, 700, 702, 703, 771, Promotional Turn 2

49 Ready-To-Drink Summer Sold Blockpile Continued Merchandising Instructions Build one block pile with all six of the participating products in a high traffic area of the store. PRODUCT #1 2 Cases Wide (min) 7 Cases High (max) PRODUCT #2 2 Cases Wide (min) 7 Cases High (max) PRODUCT #3 2 Cases Wide (min) 7 Cases High (max) POLE TOP SIGN POLE TOP SIGN POLE TOP SIGN PRODUCT #4 2 Cases Wide (min) 7 Cases High (max) PRODUCT #5 2 Cases Wide (min) 7 Cases High (max) PRODUCT #6 2 Cases Wide (min) 7 Cases High (max) This block pile should not be built in the seasonal discretionary block pile space allocated by Supply Chain. Build it in another high profile location. The block pile should consist of two cases of each product (minimum), stacked seven cases high. Do not build too close to other sold space displays (Hero, Pod, etc.). Use Poles and the supplied pole top signs (re-order# ) on the block pile displays. Use the pricer cards (re-order# ) supplied to communicate the price of the products. Use the shelf talkers (re-order# ) provided if the products are also merchandised on-shelf or in the store s fridge. If the store does not have enough available floorspace for one, six product block pile, build multiple blockpiles in either a four product/two product configuration or a two product/two product/two product configuration. PRODUCT #1 2 Cases Wide (min) 7 Cases High (max) PRODUCT #2 2 Cases Wide (min) 7 Cases High (max) PRODUCT #3 2 Cases Wide (min) 7 Cases High (max) POLE TOP SIGN POLE TOP SIGN POLE TOP SIGN PRODUCT #4 2 Cases Wide (min) 7 Cases High (max) PRODUCT #5 2 Cases Wide (min) 7 Cases High (max) PRODUCT #6 2 Cases Wide (min) 7 Cases High (max) OR PRODUCT #1 2 Cases Wide (min) 7 Cases High (max) PRODUCT #2 2 Cases Wide (min) 7 Cases High (max) PRODUCT #3 2 Cases Wide (min) 7 Cases High (max) POLE TOP SIGN POLE TOP SIGN POLE TOP SIGN PRODUCT #4 2 Cases Wide (min) 7 Cases High (max) PRODUCT #5 2 Cases Wide (min) 7 Cases High (max) PRODUCT #6 2 Cases Wide (min) 7 Cases High (max) 4 products / 2 products configuration 2 products / 2 products / 2 products configuration Marketing & Product Guide 49

50 Ready-To-Drink Summer Sold Blockpile Continued Component Where to install sign Re-order Code Images Pole Top Signs See page 49 for details Summer Sold Blockpile Pricer Cards Summer Sold Blockpile See page 49 for details Shelf Talkers Summer Sold Blockpile See page 49 for details Promotional Turn 2

51 Ready-To-Drink Summer Assortment All stores may order from the Summer Ready-to- Drink product assortment at the store Manager s discretion. Force Allocations Some store will be force shipped a selection (7, 17, 27 or 29 SKUs) of the Summer RTD Assortment. See the following pages for participating stores. The products will be in-store by the week of April 11, Stores Not Force Allocated The following stores will not be forced any products but are eligible to list additional Ready-To-Drink SKUs over their regular SKU count. Products are selected at the Store Manager s discretion from the list starting on page 54. Eligible to list 7 additional Ready-To-Drink SKUs: 4, 12, 13, 14, 16, 37, 51, 182, 254, 270, 289, 333, 365, 411, 420, 427, 512, 532, 742 Eligible to list 17 additional Ready-To-Drink SKUs: 2, 8, 59, 136, 186, 192, 248, 261, 271, 276, 281, 331, 339, 415, 508, 513, 521, 572, 618 Eligible to list 27 additional Ready-To-Drink SKUs: 3, 10, 60, 107, 116, 164, 406, 525, 530 Eligible to list 37 additional Ready-To-Drink SKUs: 217, 311, 452, 453, 511, 546, 568

52 Ready-to-Drink Force Allocations Force Allocation - Store Groups These stores will be force-shipped a selection of new products from the Ready-to-Drink Summer Assortment: Group 1-7 SKU s 19, 24, 25, 26, 27, 30, 39, 42, 45, 49, 52, 73, 74, 79, 82, 84, 88, 89, 99, 101, 123, 124, 126, 133, 141, 143, 159, 160, 169, 174, 181, 196, 199, 202, 203, 207, 211, 221, 222, 224, 229, 231, 232, 233, 234, 238, 240, 250, 251, 256, 268, 272, 279, 298, 303, 306, 308, 309, 324, 330, 343, 345, 351, 353, 358, 363, 375, 380, 384, 402, 419, 425, 430, 435, 436, 441, 451, 454, 456, 461, 468, 469, 471, 489, 492, 504, 515, 526, 527, 533, 538, 540, 543, 547, 561, 562, 563, 571, 578, 591, 595, 598, 626, 697 Group 2-17 SKU s 20, 29, 32, 34, 35, 46, 47, 48, 53, 54, 56, 61, 64, 68, 70, 72, 81, 83, 86, 93, 94, 98, 104, 108, 109, 110, 125, 130, 135, 139, 140, 149, 151, 152, 155, 156, 157, 158, 163, 166, 173, 178, 179, 183, 188, 193, 205, 209, 214, 218, 220, 223, 225, 239, 258, 265, 277, 286, 295, 299, 302, 304, 310, 348, 359, 362, 366, 370, 372, 377, 382, 387, 388, 398, 399, 400, 401, 408, 416, 418, 421, 426, 443, 446, 450, 462, 464, 467, 473, 475, 481, 485, 487, 507, 509, 510, 518, 519, 522, 529, 537, 539, 550, 553, 559, 564, 565, 581, 584, 586, 589, 593, 596, 602, 603, 637 Group 3-27 SKU s 1, 15, 18, 43, 44, 50, 63, 65, 71, 77, 90, 95, 103, 113, 145, 153, 165, 168, 171, 175, 184, 190, 194, 200, 216, 226, 244, 247, 253, 255, 260, 266, 269, 275, 278, 287, 312, 313, 321, 334, 340, 355, 371, 373, 381, 383, 392, 394, 412, 431, 437, 445, 457, 458, 465, 484, 486, 494, 505, 517, 528, 542, 544, 555, 566, 573, 579, 590, 605, 629, 634, 698, 700, 702 Group 4-29 SKU s 5, 21, 22, 23, 28, 31, 36, 38, 40, 55, 58, 62, 80, 85, 97, 102, 106, 115, 132, 144, 148, 154, 167, 185, 187, 191, 195, 198, 201, 212, 227, 228, 237, 242, 243, 249, 252, 263, 288, 300, 325, 326, 329, 344, 346, 356, 361, 367, 378, 385, 386, 390, 393, 407, 417, 428, 432, 434, 438, 444, 459, 490, 495, 497, 499, 501, 523, 536, 545, 549, 552, 556, 569, 575, 587, 599, 601, 616, 617, 619, 623, 624, 630, 631, 632, 703, 771, Promotional Turn 2

53 Ready-to-Drink Force Allocations LCBO # Product Name Group 1 Group 2 Group 3 Group Vex Light Original Lemonade 4 Pk-B Vex Strawberry Smoooothie 6 Pk-B Mike s Hard Blueberry Lemonade 4 Pk-B Rockstar Vodka Cola El Jimador Margarita 4 Pk-C Bassano Hard Soda Lemon Sanguinelli 4 Pk-B Bacardi & Cola Tall [Available P3] Seagram Wild Apple Vodka Cooler 4 Pk-B Vex Light Blood Orange 4 Pk-B Vex Tangerine Tango 6 Pk-B Bacardi Breezer Mango Burst Pet 4 Pk-P Palm Bay Key Lime Cherry 6 Pk-C El Jimador Paloma 4 Pk-C Bacardi Lime Daiquiri Bassano Hard Soda Raspberry Pomelo 4 Pk-B Woody s Vodka Cola 4 Pk-B Bacardi & Cola 4-pk [Available P3] Sinsations Creamy Iced Cappuccino Martini Vex Elec Lemonade 1 L Palm Bay Pineapple Mandarin Orange 1L Black Fly Tequila Margarita Pet 4 Pk-B Vextini Limelight Vodka Mudshake - Pina Colada 4 Pk-B Woody s Apple & Blackcurrant 4 Pk-B Jack Daniels & Lemonade Jack Daniel s And Ginger 4 Pk-C Seagram Wild Peach Vodka Cooler 4 Pk-B Urb Nlili Cosmocran Pet 4 Pk-P Black Fly Vodka Blueberry 4 Pk-Pet 2 Marketing & Product Guide 53

54 Ready-to-Drink- Summer Product Assortment 54 LCBO# Description Size Container Type Cocktails To Go Bacardi & Cola 4-pk [Available P3] 4 x 355 ml Can Bacardi & Cola Tall [Available P3] 473 ml Can Black Fly Tequila Margarita Pet 4 Pk-B 4 x 400 ml P.E.T Caramilk Cream Cooler 4pk-B 4 x 270 ml Bottle El Jimador Margarita 4 Pk-C 4 x 355 ml Can El Jimador Paloma 4 Pk-C 4 x 355 ml Can Jack Daniels & Lemonade 473 ml Can Jack Daniel s And Cola Tall Can 473 ml Can Jack Daniel s And Ginger 4 Pk-C 4 x 355 ml Can Jack Daniel s Lemonade 4 Pk-C 4 x 355 ml Can Mott s Clamato Caesar Extra Spicy 12 Pk-B 12 x 355 ml Bottle Mott s Clamato Caesar Extra Spicy 4 Pk-B 4 x 355 ml Bottle Mott s Clamato Caesar Extra Spicy 6 Pk-C 6 x 341 ml Can Mott s Clamato Caesar Original 12 Pk-B 12 x 355 ml Bottle Mott s Clamato Caesar Original 4 Pk-B 4 x 355 ml Bottle Mott s Clamato Caesar Original 6 Pk-C 6 x 341 ml Can Smirnoff Classic Caesaer 4pk-B 4 x 330 ml Bottle Urb Nlili Cosmocran Pet 4 Pk-P 4 x 300 ml P.E.T 4606 Vodka Mudshake - French Vanilla 4 x 270 ml Bottle Vodka Mudshake - Pina Colada 4 Pk-B 4 x 270 ml Bottle 5280 Vodka Mudshake Chocolate 4pk-B 4 x 270 ml Bottle Coolers Naked Grape Chardonnay Spritzer 4 Pk-B 4 x 341 ml Bottle Naked Grape White Zinfandel Spritzer 4 Pk-B 4 x 341 ml Bottle Bacardi Breezer Island Pineapple Pet 4 Pk-B 4 x 330 ml P.E.T Bacardi Breezer Mango Burst Pet 4 Pk-P 4 x 330 ml P.E.T Bacardi Breezer Passn Pink Lemonade Pet 4pk-B 4 x 330 ml P.E.T Bacardi Breezer Pina Colada Pet 4 Pk-B 4 x 330 ml P.E.T Bacardi Breezer Strawberry Daquiri Pet 4pk-B 4 x 330 ml P.E.T Bacardi Breezer Trop Orange Smooth Pet 4 Pk-B 4 x 330 ml P.E.T Bacardi Breezer Tropical Orange Smoothie 1000 ml P.E.T Bassano Hard Soda Lemon Sanguinelli 4 Pk-B 4 x 330 ml Bottle Bassano Hard Soda Raspberry Pomelo 4 Pk-B 4 x 330 ml Bottle Black Fly Cranberry 4 Pk-Pet 4 x 400 ml P.E.T Black Fly Vodka Blueberry 4 Pk-Pet 4 x 400 ml P.E.T Mike s Hard Blueberry Lemonade 4 Pk-B 4 x 330 ml Bottle Mike s Hard Cranberry Lemonade 4 Pk-B 4 x 330 ml Bottle Mike s Hard Lemonade 12 Pk-B 12 x 330 ml Bottle Mike s Hard Lemonade 4 Pk-B 4 x 330 ml Bottle Mike s Hard Lime 4 Pk-B 4 x 330 ml Bottle Mike s Hard Pink Lemonade 4 Pk-B 4 x 330 ml Bottle Orangetini 4 Pk-B 4 x 330 ml Bottle Palm Bay Key Lime Cherry 6 Pk-C 6 x 355 ml Can Palm Bay Pineapple Mand Orange Spritz 6 Pk-C 6 x 355 ml Can Palm Bay Pineapple Mandarin Orange 1l 1000 ml P.E.T Promotional Turn 2

55 Ready-to-Drink- Summer Product Assortment LCBO# Description Size Container Type Coolers (continued) Palm Bay Ruby Grapefrt Sunrise Spritz 6 Pk-C 6 x 355 ml Can Palm Bay Strawberry Pineapple 6 Pk-C 6 x 355 ml Can Pomtini Vodka & Pomegranate Cooler 4 Pk-B. 4 x 330 ml Bottle Rev Pet 473 ml P.E.T Rev Pet 4 Pk-B 4 x 330 ml P.E.T Rockstar Mango 473 ml Can Rockstar Vodka Cola 473 ml Can Rockstar 473 ml Can Seagram Orange Cream Swirl 4 Pk-B 4 x 341 ml Bottle Seagram Wild Apple Vodka Cooler 4 Pk-B 4 x 341 ml Bottle Seagram Wild Berry The Original 4 Pk-B 4 x 341 ml Bottle Seagram Wild Peach Vodka Cooler 4 Pk-B 4 x 341 ml Bottle Smirnoff Green Apple 4 Pk-B 4 x 330 ml Bottle Smirnoff Ice 12 Pk-B 12 x 330 ml Bottle Smirnoff Ice 1l Pet 1000 ml P.E.T Smirnoff Ice 24-Pk-B 24 x 330 ml Bottle Smirnoff Ice 4-Pk-B 4 x 330 ml Bottle Smirnoff Ice 6 Pk-C (New) 6 x 355 ml Can Smirnoff Ice Light 4 Pk-B 4 x 330 ml Bottle Smirnoff Ice Light Pet 1000 ml P.E.T Smirnoff Ice Tall Can 473 ml Can Smirnoff Mixed Drinks Bluebry/Lemonade 4pk-B 4 x 330 ml Bottle Smirnoff Mixed Drinks Classic Lemonade 4pk-B 4 x 330 ml Bottle Smirnoff Mixed Drinks Cranberry & Lime 4pk-B 4 x 330 ml Bottle Smirnoff Raspberry 4 Pk-B 4 x 330 ml Bottle Smirnoff Wild Grape 4 Pk-B 4 x 330 ml Bottle Vex Bananatini 6 Pk-B 6 x 330 ml Bottle Vex Elec Lemonade 1 L 1000 ml P.E.T Vex Electric Lemonade 6 Pk-B 6 x 330 ml Bottle Vex Hard Kiwi Mango Lemonade 1000 ml P.E.T Vex Hard Kiwi Mango Lemonade 6 Pk-B 6 x 330 ml Bottle Vex Hard Strawberry Pineapple Lemonade 1000 ml P.E.T Vex Light Blood Orange 4 Pk-B 4 x 330 ml Bottle Vex Light Original Lemonade 4 Pk-B 4 x 330 ml Bottle Vex On The Beach 6 Pk-B 6 x 330 ml Bottle Vex Strawberry Smoooothie 6 Pk-B 6 x 330 ml Bottle Vex Tangerine Tango 6 Pk-B 6 x 330 ml Bottle Woody s Blackcurrant & Apple 4 Pk-B 4 x 330 ml Bottle Woodys Light Orange 4 Pk-B 4 x 330 ml Bottle Woodys Light Raspberry 4 Pk-B 4 x 330 ml Bottle Woody s Mexican Lime 4 Pk-B 4 x 330 ml Bottle Woody s Pink Grapefruit 4 Pk-B 4 x 330 ml Bottle Woody s Refresher 4 Pk-B 4 x 330 ml Bottle Woody s Sasparilla 4 Pk-B 4 x 330 ml Bottle Woody s Vodka Cola 4 Pk-B 4 x 330 ml Bottle Marketing & Product Guide 55

56 Ready-to-Drink- Summer Product Assortment Continued LCBO# Description Size Container Type One Pour Cocktails Bacardi Classic Cocktail Pina Colada 750 ml Bottle Bacardi Classic Cocktail Strawberry Daiquiri 750 ml Bottle Bacardi Classic Mojito 750 ml Bottle Bacardi Lime Daiquiri 750 ml Bottle Black Fly Tequila Sunrise - Pet 750 ml P.E.T Captain Morgan Long Island Iced Tea - Pet 750 ml P.E.T Jose Cuervo Authentic Strawberry Lime - Pet 750 ml P.E.T Jose Cuervo Golden Margarita 750 ml Bottle Malibu Cocktails Rum Punch 1750 ml Bag Salvador s Original Margarita - Pet 1750 ml P.E.T Sinsations - Decadent Dark Chocolate Martini 750 ml Bottle Sinsations Creamy Iced Cappuccino Martini 750 ml Bottle Smirnoff Grand Cosmopolitan 750 ml Bottle Smirnoff Mojito - Kaffir Lime 750 ml Bottle Smirnoff Pomegranate Martini 750 ml Bottle Smirnoff Tuscan Lemonade 750 ml Bottle Southern Comfort Hurricane Cocktail 750 ml Bottle Tgif Mudslide - Pet 750 ml P.E.T Tgif On The Rocks Pina Colada 750 ml P.E.T Vextini - Pink Bikini-Tini - Pet 750 ml P.E.T Vextini - Sicilian Kiss - Pet 750 ml P.E.T Vextini Limelight 750 ml P.E.T Party Packs Bacardi Breezer Party Pack 12 Pk-B 3960 ml P.E.T Black Fly Party Pack Pet 12 Pk-B 4800 ml P.E.T Mike s Variety Pack 12 Pk-B 3960 ml Bottle Palm Bay Party Pack 24 Pk-C 8520 ml Can Smirnoff Twisted Party Pack 12 Pk-B 3960 ml Bottle Woody s Party Pack 12 Pk-B 3960 ml Bottle 56 Promotional Turn 2

57 FOOD & DRINK The Early Summer 2011 issue of FOOD & DRINK will be distributed in stores April 27, PLEASE DO NOT DISPLAY THE ISSUE PRIOR TO THIS DATE. Features: Unexpected ingredients from carrots to rhubarb add fresh tastes to 5 delicious cocktails. Celebrate summer s special occasions with a dinner filled with seasonal flavours. Orange blossom water infuses subtle flavour and fragrance to a host of sweet and savoury fare. An expert looks at excellent offerings from five, distinct, Australian wine regions. Oz-inspired recipes designed specially for wine picks from down under. Enjoy impressive, taste sensations of fabulous vegetarian mains paired with drinks. A quick study of the unique flavour profiles of deluxe gins. Indulge in our take on irresistible Pavlovas and fruity, Australian sparkling wines. Tote the newest beers and multi-meal recipes for cottage-opening weekend.

58 FOOD & DRINK Continued Merchandising Instructions This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com. Your should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazines equitably among all store who request overs 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Summer 2011 issue of FOOD & DRINK, which will be in stores on Wednesday, June 29 th. 58 LCBO# Description Price* MATCHMAKER MATCHES - Matches from stories 1578 Flat Rock Cellars Twisted (VINTAGES) $ Martini & Rossi Asti $ Deinhard Green Label Riesling $ Yvon Mau Sauvignon Blanc $ Marques de Riscal White $ Peninsula Ridge Sauvignon Blanc VQA $ Château des Charmes Gamay Noir VQA $ Weihenstephaner Hefeweissbier (500 ml) $ Alianca Vinho Verde $ Prospect Winery Fats Johnson Pinot Noir VQA $ Bloomfield Estates Big Horn Sauvignon-Chardonnay VQA $ Alvear's Amontillado $ Dos Equis Amber (6 pk) $ Sibling Rivalry White VQA $ Peeler Premium Light Cider (4 pk) $ Sumac Ridge Gewürztraminer VQA $ Segura Viudas Brut Reserva Cava Sparkling $ Caramilk Cream Liquor $ Grooner Gruner Veltliner $ Homegrown Riesling VQA $ Robert Mondavi Woodbridge Moscato $ Cooralook Pinot Gris $ Pelee Island Gamay Noir Zweigelt VQA $10.95 Promotional Turn 2

59 FOOD & DRINK Continued LCBO# Description Price* Louis Roederer Premier Brut Champagne (VINTAGES Essential) $ Rocca Delle Macie Chianti Vernaiolo DOCG $ Buton Vecchia Romagna Brandy $ Mezzacorona Pinot Grigio $ Tusker Premium Lager (500 ml) $ Santa Rita Reserva Chardonnay $ Bersano Barbera D asti $ Canei Frizzante White $ Rossi D'asiago Limoncello $ Julian Chivite Gran Feudo Reserva (VINTAGES Essential) $ Navip Muscat Ottonel $ Mcwilliam's Hanwood Chardonnay $ Eastdell Estates Rosé VQA $ Masi Modello Delle Venezie Bianco $ Dunavar Muscat $ Fresh Gewürztraminer Riesling VQA $ Bottega Petalo Moscato $ Monkey Bay Sauvignon Blanc $ Goats Do Roam Red $ Alexander Keith's I.P.A. (473 ml) $ Louis Jadot Bourgogne Chardonnay (VINTAGES Essential) $ Anselmi San Vincenzo (VINTAGES Essential) $14.95 GLOBETROTTING La Trappe Tripel (750 ml) $ Rosehall Run Sullyzwicker Red VQA $ Longue-Dog Red $ Longue-Dog White $ Yalumba Y Series Riesling $ Bärenjäger Honey Liqueur $ Three Olives Rangtang $ El Jimador Paloma Tequila Cocktail (4 Pk) $ J. Lohr Riverstone Chardonnay (VINTAGES Essential) $ Santa Margherita Prosecco Superiore Brut Valdobbiadene (VINTAGES Essential) $17.95 AUSTRALIA'S GRAPE EXPECTATIONS Tahbilk Marsanne (VINTAGES April 30th Release) $ d Arenberg s The Stump Jump Grenache Shiraz Mourvèdre $ Peter Lehmann Barossa Blonde $ Fifth Leg Shiraz-Merlot-Cabernet Sauvignon 2008 $ Xanadu Next of Kin Sauvignon Blanc Semillon $ Xanadu Next of Kin Chardonnay $ Cooralook Pinot Gris $ Clare Hills Shiraz Cabernet $ Clare Hills 2009 Riesling $ Thorn-Clarke Terra Barossa Merlot $ Campbells Rutherglen Muscat (375 ml)(vintages April 30th Release) $ Wolf Blass Grey Label Shiraz $ Penfolds Koonunga Hill Shiraz $ Chapel Hill McLaren Vale Cabernet Sauvignon (VINTAGES May 14 Release) $23.40 AUSTRALIA'S REGIONAL CUISINE d Arenberg s The Stump Jump Grenache Shiraz Mourvèdre $ Xanadu Next of Kin Sauvignon Blanc-Semillon $ Clare Hills 2009 Riesling $ Campbells Rutherglen Muscat (375 ml)(vintages April 30th Release) $ Penfolds Koonunga Hill Shiraz $16.45 Marketing & Product Guide 59

60 FOOD & DRINK Continued LCBO# Description Price* MATCHMAKER: MEATLESS MARVELS Beau s Lug-Tread Lagered Ale (4 pk) $ Jaffelin Pouilly-Fuissé $ Château d Aquéria Tavel (VINTAGES) $ Villa Maria Private Bin Sauvignon Blanc $ Bodegas Julián Chivite Gran Feudo Reserva (VINTAGES Essentials) $ Trius Cabernet Franc VQA $ Rocca delle Macìe Chianti Classico (VINTAGES Essentials) $ King Brewery Pilsner (6 pk) $ Rodney Strong Estate Pinot Noir (VINTAGES) $24.95 GIN GOES DELUXE Victoria Gin $ Beefeater 24 London Dry $ Plymouth $ Tanqueray Ten $ Hendrick's $42.95 PAVLOVAS WITH SPARKLE Yellowglen Pink $ Jacob s Creek Chardonnay Pinot Noir Sparkling $ Jip Jip Rocks Sparkling Shiraz $16.95 OPENING WEEKEND Gaffel Kölsch (500 ml) $ Innis and Gun Rum Cask (330 ml) $ Red Baron Platinum Light (6 pk) $ Martens Premium Pilsener (4 pk) $ Okanagan Spring Pale Ale (6 pk) $ Molson M (473 ml) $ Rolling Rock Extra Pale (473 ml) $2.25 WHAT TO DRINK Feudo Arancia Grillo $9.95 A PERFECT PAIR Taisetsu Ice Dome Junmai Ginjo Sake (300 ml) (VINTAGES) $12.95 * Price subject to change. 60 Promotional Turn 2

61 Sold Space Programs Display Programs Support Programs An electronic version (MS Excel format) of these worksheets is available on the Sales & Marketing Portal Site. Follow the quick link published each week at the top of the Sales & Marketing Newsletter. The Electronic version of the worksheets include: Retail Price (as of publication date) Agent Names The products participating in the Hero Display, the Pod Program and the sold End Aisles are included on the Display Programs - Participating Products Table THIS SECTION HAS BEEN MOVED TO PAGE 6 OF THIS GUIDE.

62 Shelf Extenders Refer to the Participating Stores Section of this guide to determine how many Extenders your store implements. Extender Location LCBO# Description Size (ml) Support Programs # of Extenders R1 Vodka A Tito's Handmade Vodka 750 LTO Y Y R2 Vodka B Hendrick's Gin 750 VA Y Y Y Y Y R3 Vodka C Stolichna...See # LTO Y Y Y Y Y Y R4 Vodka D Three Olives Bubble Flavoured Vodka 750 LTO Y Y Y Y Y Y R5 Vodka E Smirnoff Vodka Pet 1.14l 1140 LTO Y Y Y Y Y Y R6 Rum A El Jimador Margarita 4 Pk-C 1420 BAM Y R7 Rum B 4606 Vodka Mudshake - French Vanilla 1080 BAM Y Y Y Y Y R8 Rum C Prince Igor Vodka (P.E.T) 1140 BAM Y Y Y Y Y Y R9 Rum D Appleton Estate Reserve Jamaica Rum 750 LTO Y Y Y Y Y Y R10 Rum E Captain Morgan Spiced Rum 1140 VA Y Y Y Y Y Y R11 R12 R13 R14 R15 Canadian Whisky A Canadian Whisky B Canadian Whisky C Canadian Whisky D Canadian Whisky E Woodford Reserve Distiller's Select Bourbon 375 BAM Y Y Tullamore Dew Irish Whiskey 750 LTO Y Y Y Y Y Canadian Club Reserve 750 LTO Y Y Y Y Y Y Gibson's Finest Sterling Edition 1140 LTO Y Y Y Y Y Y 1487 Crown Royal 750 LTO Y Y Y Y Y Y R16 Scotch A 2311 Johnnie Walker Red Label 1140 LTO Y Y Y Y Y Y R17 Scotch B The Famous Grouse 750 VA Y Y Y Y Y Y R18 Gin A 8219 Prince Igor Vodka (P.E.T) 750 BAM Y Y Y Y Y Y R19 Liqueurs A 414 Pama Pomegranate Liquor 750 BAM Y Y Y Y R20 Liqueurs B Carolans Light Irish Cream 750 BAM Y Y Y Y Y Y R21 Liqueurs C Bolivar Coffee Liqueur 1140 BAM Y Y Y Y Y Y R22 Liqueurs D Frangelico 750 LTO Y Y Y Y Y Y 62 Promotional Turn 2

63 Shelf Extenders Continued Extender Location LCBO# Description Size (ml) Support Programs # of Extenders R23 Brandy A Lejay Cassis Creme De Cassis De Dijon 200 BAM Y R24 Brandy B 8284 Hennessy Vs Cognac 750 BAM Y Y Y Y Y Y R25 Tequila A Jose Cuervo Especial Gold Tequila 1140 LTO Y Y Y Y R26 R27 R28 R29 R30 Ontario Blend A Ontario Blend B Ontario Blend C Ontario Non- VQA A Ontario Non- VQA B Kittling Ridge White Zinfandel/Vidal 750 LTO Y Y Y Y Y Y Pelee Island Pinot Grigio 750 LTO Y Y Y Y Y Y Pelee Island Merlot 750 LTO Y Y Y Y Y Y Xoxo Cabernet Merlot 750 LTO Y Y Y Y Y Peller Estates French Cross Cab Merlot Crtn 1000 LTO Y Y Y Y Y Y R31 Ontario Non- VQA C Kittling Ridge Kingsgate Port 750 LTO Y Y Y Y Y Y R32 R33 R34 R35 R36 R37 R38 Ontario Non- VQA D Ontario VQA A Ontario VQA B Australia/ New Zealand A Australia/ New Zealand B Australia/ New Zealand C Australia/ New Zealand D Cave Spring Riesling VQA 750 NT Y Y Y Y Y Y Henry Of Pelham Riesling VQA 750 LTO Y Y Y Cave Spring Sauvignon Blanc VQA 750 NT Y Y Y Y Gnarly Head Cabernet Sauvignon 750 BAM Y Y Y De Loach Cabernet Sauvignon California Series 750 LTO Y Y Y Y Misterio Cabernet Sauvignon 750 BAM Y Y Y Y Y Y Obikwa Shiraz 750 VA Y Y Y Y Y Y R39 USA A Little Black Dress Merlot 750 Y Y Y Y Y Y R40 USA B Mission Hill Sauvignon Blanc VQA Five Vineyds 750 NT Y Y Y Y Y Y R41 Chile A Santa Rita 120 Sauvignon Blanc 750 LTO Y Y Y Y R42 Chile B Santa Rita Reserva Cabernet Sauvignon 750 LTO Y Y Y Y Y Y R43 France Blend A William Fevre Champs Royaux Chablis 750 LTO Y Marketing & Product Guide 63

64 Shelf Extenders Continued Extender Location LCBO# Description France Blend R44 B R45 R46 R47 France South A France South B France Bordeaux/ Burgundy A Size (ml) Support Programs # of Extenders Yvon Mau Merlot Vdp 750 BAM Y Y Y Y Y Y 8979 Rodet Cotes Du Rhone 750 LTO Y Y Latour Pinot Noir 750 LTO Y Y Y Y Y Y 9431 Bouchard Aine & Fils Beaujolais Superieur 750 LTO Y Y Y R48 Italy Central A Masi Masianco Pinot Grigio & Verduzzo 750 LTO Y Y R49 Italy Central B Mezzacorona Pinot Grigio Trentino Doc 750 LTO Y Y Y Y Y Y R50 Italy North A J.P. Chenet Limited Release Pinot Noir 750 BAM Y Y Y Y Y R51 Italy North B Rocca Delle Macie Chianti Vernaiolo Docg 750 LTO Y Y Y Y Y Y R52 R53 Southern Europe A Southern Europe B Osborne Solaz Tempranillo Cabernet Sauvignon 750 BAM Y Castillo De Almansa Reserva 750 LTO Y Y Y R54 Germany A Henkell Trocken 750 LTO Y Y Y Y Y Y R55 Sparkling A Cremant De Bourgogne Reserve 'Paul Delane' 750 LTO Y Y Y R56 Sparkling B Segura Viudas Brut Reserva Cava Sparkling 750 LTO Y Y Y Y Y Y R57 R58 Ontario Beer A Ontario Beer B Headstrong Pale Ale 473 LTO Y Y 6668 Staropramen 500 LTO Y Y Y Y Y Y R59 Beer Cameron's Auburn Ale 9 Pk-B 3069 BAM Y R60 Beer Sapporo Premium Beer 4 Pk-C 2000 LTO Y Y Y Y Y Y R61 Beer Red Stripe Beer 473 LTO Y Y Y Y Y Y R62 Beer Grolsch Premium Lager 500 BAM Y Y Y Y Y Y R63 Party Zone Smirnoff Ice Light Pet 1000 LTO Y Y Y Y Y Y R64 Party Zone Seagram Wild Berry The Original 4 Pk-B 1364 LTO Y Y Y Y Y Y R65 Party Zone Rockstar Original 473 LTO Y Y Y Y Y Y 64 Promotional Turn 2

65 Shelf Extenders Continued Community Shelf Extenders Location LCBO# Description Size (ml) C1: Community Extender Finlandia Vodka 1140 Support Program C2: Community Extender Forty Creek Barrel Select Whisky 1140 LTO C3: Community Extender Jackson-Triggs Unity Cabernet Sauvignon 750 LTO C4: Community Extender Folonari Valpolicella Classico 1500 LTO C5: Community Extender Obikwa Sauvignon Blanc 750 BAM Discovery Shelf Extender Location LCBO# Description Size (ml) Support Program D1: Discovery Wines Strewn Semi-Dry Riesling VQA 750 LTO D2: Discovery Wines Beaujolais Fun 750 LTO D3: Discovery Wines Cono Sur Riesling 750 LTO D4: Discovery BSM Muskoka Cream Ale 473 BAM D5: Discovery BSM Palm Bay Key Lime Cherry 6 Pk-C 2130 BAM D6: Discovery BSM Woody's Vodka Cola 4 Pk-B 1320 LTO D7: Discovery Spirits Uv Pink Lemonade Vodka 750 BAM D8: Discovery Spirits Jack Daniel's Lemonade 4 Pk-C 1420 BAM D9: Discovery Spirits Don Julio Blanco 750 BAM Green Shelf Extender Location LCBO# Description Size (ml) Support Program G1: Green Extender French Rabbit Chardonnay Carton 1000 LTO Marketing & Product Guide 65

66 IMAGE Shelf Talkers LCBO# Description Size (ml) Jj Mcwilliams Shiraz/Cabernet Harviestoun Bitter & Twisted Pasqua Villa Borghetti Passimento Rosso Amsterdam Blonde Tag No. 5 Vodka Moosehead Lager Slim Can Absolut Elyx Svedka Vodka Clementine Jacob's Creek Semillon Chardonnay Molson M Samuel Adams Boston Lager 6 Pk-B Mcwilliam's Hanwood Estate Chardonnay Promotional Turn 2

67 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program 18 Heineken Lager 6 Pk-B 1980 $ Smirnoff Vodka 1140 $ Crown Royal 750 $2.00 Extender R Johnnie Walker Red Label 1140 $2.50 Extender R Staropramen 500 $0.15 Extender R Rodet Cotes Du Rhone 750 $1.00 Extender R Bouchard Aine & Fils Beaujolais Superieur 750 $1.00 Extender R Peller Estates French Cross Cab Merlot Crtn 1000 $1.50 Extender R Xoxo Cabernet Merlot 750 $1.00 Extender R Santa Rita 120 Sauvignon Blanc 750 $1.00 Extender R Folonari Valpolicella Classico 1500 $2.00 Extender C Yellow Tail Shiraz/Grenache 750 $1.00 End Aisle Chateau Timberlay 750 $ Grant's Family Reserve 750 $ Naked Grape Shiraz Bib 3000 $ Canadian Club 1750 $ Isle Of Jura Superstition Single Malt 750 $ Rockstar...See $ Sleeman Honey Brown Lager 473 $ Maclays Pale Ale (W) 473 $ Headstrong Pale Ale 473 $0.20 Extender R Pol Roger Brut Champagne (Case Conversion #217158) 750 $ Peninsula Ridge Merlot VQA 750 $ Reif Chardonnay Sauvignon Blanc VQA 750 $ Inniskillin Unoaked Chardonnay VQA 750 $ Jackson-Triggs Unity Sauvi Blanc Cask 3000 $ Sawmill Creek Merlot Bib 4000 $ Latour Pinot Noir 750 $1.50 Extender R Tullamore Dew Irish Whiskey 750 $2.00 Extender R Pelee Island Baco Noir VQA 1500 $ Georgian Bay Dipper 473 $ De Loach Cabernet Sauvignon California Series 750 $2.00 Extender R Girls Night Out Merlot Chard Rosé VQA 750 $ Jacob's Creek Reserve Cabernet Sauvignon 750 $2.50 End Aisle Wyndham Estate Bin 222 Chardonnay 750 $1.50 End Aisle Forty Creek Double Barrel Reserve Whisky 750 $ Jacob's Creek Shiraz/Cabernet 750 $1.50 End Aisle Eight Below Luxury Vodka 750 $ Georges Duboeuf Macon-Villages 750 $ Bacardi Classic Mojito 750 $ Konzelmann Cabernet Sauvignon Reserve VQA 750 $ Cazadores Anejo Tequila 750 $ Innis & Gunn Blonde 330 $ Lakefront New Grist Gluten-Free (Sorgum & Rice) 2130 $ Moosehead Cracked Canoe 6 Pk-B 2046 $1.50 Marketing & Product Guide 67

68 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program Henkell Trocken 750 $1.00 Extender R Woodys Light Orange 4 Pk-B 1320 $ Vex On The Beach 6 Pk-B 2046 $ Smirnoff Vodka Pet 1.14l 1140 $1.25 Extender R Malivoire Red VQA 750 $ Kittling Ridge Kingsgate Port 750 $1.00 Extender R Yering Station Little Yering Chardonnay 750 $1.00 End Aisle Yering Station Little Yering Cab. Shiraz Merlot 750 $1.00 End Aisle Zlatorog Beer 500 $ Red Stripe Beer 473 $0.25 Extender R Cono Sur Riesling 750 $1.00 Extender D Skuttlebutt Sauvignon Blanc Semillon 750 $1.50 End Aisle Three Olives Bubble Flavoured Vodka 750 $1.00 Extender R Segura Viudas Brut Reserva Cava Sparkling 750 $1.00 Extender R Sundance Riesling 750 $ Smirnoff Ice Light Pet 1000 $1.00 Extender R Seagram Wild Berry The Original 4 Pk-B 1364 $1.00 Extender R Louis Jadot Macon Villages Chardonnay 750 $ Grooner Gruner Veltliner 750 $ Frangelico 750 $2.00 Extender R William Premium Cider 473 $ D'Arenberg The Stump Jump Grenache Shrz Mourvedre 750 $1.00 End Aisle D'Arenberg The Stump Jump Lightly Wooded Chard 750 $1.00 End Aisle Copper Moon Moonlight Harvest Sauv Blanc 750 $ Rekorderlig Elderflower Cider 500 $ Victoria Bitter (VB) 500 $0.40 End Aisle Salsa Fenni Goa (Amber Distilleries Ltd.) 750 $ Desert Queen Reserve Whisky (Amber Distilleries) 750 $ Sundance Cabernet Sauvignon 750 $1.00 Popular Pick Mitolo Junior Shiraz 750 $1.00 End Aisle Strongbow Cider 8 Pk-C 3520 $ Panama Jack Irish Cream 750 $ James Oatley Tic Tok Chardonnay 750 $2.00 POD James Oatley Tic Tok Shiraz 750 $2.00 POD Inniskillin Merlot VQA 750 $ Gibson's Finest Sterling Edition 1140 $1.00 Extender R Wyndham Estate Bin 555 Shiraz 750 $1.50 End Aisle Sapporo Premium Beer 4 Pk-C 2000 $0.50 Extender R Malivoire Guilty Men White VQA 750 $ Union White VQA 750 $ Peter Lehmann Barossa Blonde 750 $1.50 End Aisle Stolichna...See # $1.80 Extender R Appleton Estate Reserve Jamaica Rum 750 $2.50 Extender R De Family Selection Traminer Riesling 750 $1.00 End Aisle Rockstar Original 473 $0.25 Extender R65 68 Promotional Turn 2

69 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program Palm Bay Pineapple Mand Orange Spritz 6 Pk-C 2130 $ Palm Bay Ruby Grapefrt Sunrise Spritz 6 Pk-C 2130 $ Linden Bay Pinot Grigio 750 $ Mcwilliam's Handwood Estate Moscato 750 $1.00 End Aisle Jacob's Creek Reserve Riesling 750 $2.50 End Aisle Yalumba Y Series Riesling 750 $2.00 End Aisle Mcwilliam's Hanwood Estate Cabernet Sauvignon 750 $2.00 End Aisle Cremant De Bourgogne Reserve 'Paul Delane' 750 $2.00 Extender R Pelee Island Premium Select Chardonnay VQA 750 $ Hardys The Gamble Chardonnay Pinot Gris Chr.No $1.00 Hero Crown Royal Black Stolichnaya Vodka 1140 $ Bacardi Breezer Mango Burst Pet 4 Pk-P 1320 $1.00 Promo Fixture Wolf Blass Yellow Label Chardonnay 750 $1.50 End Aisle Beaujolais Fun 750 $1.00 Extender D Woody's Vodka Cola 4 Pk-B 1320 $1.00 Promo Fixture Sauza Gold Tequila 1140 $ Santa Rita Reserva Cabernet Sauvignon 750 $2.00 Extender R La Vieille Ferme Cotes Du Ventoux 750 $ Henry Of Pelham Riesling VQA 750 $1.30 Extender R Rocca Delle Macie Chianti Vernaiolo Docg 750 $1.50 Extender R Castillo De Almansa Reserva 750 $1.00 Extender R William Fevre Champs Royaux Chablis 750 $1.50 Extender R Jacob's Creek Chardonnay 750 $1.30 End Aisle Holsten Premium Pilsner 500 $ Rosemount Diamond Shiraz 750 $2.00 End Aisle Mezzacorona Pinot Grigio Trentino Doc 750 $1.00 Extender R Ruffino Aziano Chianti Classico. 750 $ Jackson-Triggs Unity Chardonnay 1500 $ Jackson-Triggs Unity Cabernet Sauvignon 750 $1.00 Extender C Canadian Club Reserve 750 $1.00 Extender R Amarula Cream Liqueur 750 $ Chateau Des Charmes St Davids Bench Sauv Blanc VQA 750 $ Pelee Island Monarch Vidal VQA 750 $ Pelee Island Chardonnay VQA 1500 $ Bitburger Premium Pilsner 500 $ Sol 6 Pk-B 1980 $ Jose Cuervo Especial Gold Tequila 1140 $5.00 Extender R Banrock Station Shiraz 750 $1.00 End Aisle Strewn Gewurztraminer/Riesling VQA 750 $ Gosser Beer 500 $ Pelee Island Merlot 750 $1.00 Extender R Wolf Blass Red Label Shiraz/Grenache 750 $1.50 End Aisle Wolf Blass Yellow Label Shiraz 750 $1.50 End Aisle Iceberg Vodka 1140 $2.25 Marketing & Product Guide 69

70 Limited Time Offers Continued LCBO# Description Size (ml) LTO Display Program Kittling Ridge White Zinfandel/Vidal 750 $1.00 Extender R Long Flat Shiraz 750 $1.00 End Aisle Cabo Wabo Reposado Tequila 750 $ Fat Bastard Chardonnay Vdp 750 $ Old Speckled Hen 4 Pk-C 2000 $ Peter Lehmann Barossa Shiraz 750 $2.00 End Aisle Trius Cabernet Franc VQA 750 $ Tito's Handmade Vodka 750 $3.00 Extender R Canadian Club Reserve Whisky 1750 $ Hpnotiq Liquor 750 $ Amaro Montenegro Liqueur 750 $ Angus The Bull Cabernet Sauvignon 750 $2.00 End Aisle Pravda Vodka 750 $ Alize Bleu Liquor 750 $ Forty Creek Barrel Select Whisky 1140 $1.50 Extender C Mike's Hard Lemonade 12 Pk-B 3960 $ Mcwilliams Hanwood Estate Shiraz 750 $2.00 End Aisle Mott's Clamato Caesar Extra Spicy 6 Pk-C 2046 $ Peter Lehmann Clancy's Red Shz/Cab/Mer 750 $1.50 POD Wolf Blass Yellow Label Sauvignon Blanc 750 $ Barkan Classic Petite Syrah Kp M 750 $ Henry Of Pelham Rosé VQA 750 $ Vex Hard Strawberry Pineapple Lemonade 1000 $ Strewn Semi-Dry Riesling VQA 750 $1.00 Extender D Cookoothama Shiraz 750 $1.00 End Aisle Masi Masianco Pinot Grigio & Verduzzo 750 $1.00 Extender R Pelee Island Pinot Grigio 750 $1.00 Extender R De Bortoli Deen Vat 8 Shiraz 750 $1.50 End Aisle French Rabbit Chardonnay Carton 1000 $1.00 Extender G Yalumba Y Series Shiraz/Viognier 750 $2.00 End Aisle Yellow Tail Shiraz 750 $1.00 End Aisle Yellow Tail Chardonnay 750 $1.00 End Aisle Tia Maria 750 $ Jackson-Triggs Unity Shiraz 1500 $ Barkan Classic Cabernet Sauvignon Kp M 750 $ Yellow Tail Semillon/Sauvignon Blanc 750 $1.00 End Aisle Jacob's Creek Reserve Shiraz 750 $2.50 End Aisle Banrock Station Unwooded Chardonnay Carton 1000 $2.00 End Aisle Peller Estates French Cross Shiraz Bib 4000 $ Radeberger Pilsner 500 $ Nickel Brook Ale 6 Pk-B 2046 $ Sleeman Honey Brown Lager 6 Pk-B 2046 $ Mcauslan Apricot Wheat Ale 6 Pk-B 2046 $ Woody's Mexican Lime 4 Pk-B 1320 $ Woody's Pink Grapefruit 4 Pk-B 1320 $ Promotional Turn 2

71 Value Add Program Warehouse Applied LCBO# Description Size (ml) VA Approved VA Mother Carton # 8854 Gibson's Finest 1140 Glenfiddich 50 ml Prince Igor Vodka (P.E.T) 1750 Eight Below Vodka, 100 ml Canada Gold Whisky (P.E.T) 1750 Forty Creek Barrel Select, 100 ml Banff Ice Vodka 1750 Hornitos 2x50ml Alberta Springs 1750 Canadian Club Premium 50 ml Prince Igor Extreme Vodka 750 Eight Below Vodka, 50 ml Value Add Program Sales Representative Applied LCBO# Description Size (ml) VA Approved 42 Canadian Club 750 Red Stag 50 ml 653 Mcguinness Silk Tassel 1140 Wiser's Deluxe 50 ml 2220 Bacardi Gold Rum 1140 Bacardi 8 YO 50 ml 2691 Tanqueray Dry Gin 750 Martini Shaker 3376 Schenley O.F.C Black Velvet Whisky 50 ml Baileys Caramel Irish Cream Liquor 750 Mothers Day Marquis De Villard Brandy 750 Amarula Cream Ligueur 50 ml Sauza Gold Tequila 750 Hornitos 50 ml Seagrams V.O Crown Royal 100 ml Appleton White Rum 1140 Appleton Reserve ml Bacardi Superior 1750 Bacardi 8YO 2 x 50 ml The Famous Grouse 750 Black Grouse 50 ml Black Velvet (P.E.T) 1750 Danfields Whisky 50 ml Canadian Club (P.E.T) 750 Red Stag 50 ml Baileys Coffee Irish Cream Liquor 750 Mothers Day Bacardi Black 1140 Bacardi 8 YO 50 ml Wiser's Special Blend (P.E.T) 1750 Wiser's Deluxe 50 ml x Finlandia Vodka 1750 Jack & Ginger Villa Maria Private Bin Pinot Noir 750 Wine Shield Moosehead Light Lime 6 Pk-B 2046 Bottle Opener (TBD) Copper Moon Moonlight Harvest Pinot Grigio 750 "Fly Me To the Moon" Luggage Tag Copper Moon Moonlight Harvest Shiraz 750 "Fly Me To the Moon" Luggage Tag Vextini - Pink Bikini-Tini - Pet 750 Sun Glasses Copper Moon Moonlight Harvest Merlot 750 "Fly Me To the Moon" Luggage Tag Growers Blueberry Cider 2046 Sun Glasses Havana Club Anejo Reserva 1140 Havana Club Magnet Schmitt Soehne Mosel Gold Riesling 750 Ritter Sport Mini Chocolate Brights Maria Christina White 1500 Danfields Whisky 50 ml Brights Maria Christina Red 1500 Danfields Whisky 50 ml Marketing & Product Guide 71

72 Value Add Program Sales Representative Applied LCBO# Description Size (ml) VA Approved Luksusowa Vodka 750 Branded Glassware Pilsner Urquell 6 Pk-B 1980 Bison Jerky Fireball Whisky Shooter 750 Fireball Bandaid Kit Polar Ice Vodka (P.E.T) 1750 Malibu Passion Fruit 2 x 50 ml Captain Morgan Spiced Rum 1140 Cuervo Silver 50mL Sourz Apple Liquor 750 Red Stag 50 ml Appleton Special Gold Rum 1750 Appleton Reserve ml Obikwa Shiraz ml Guinness Draught 8 Pk-C 3520 BBQ Apron Canadian Club Reserve 1140 Red Stag 50 ml Yankee Jim Genuine Draft 6 Pk-C 2130 Cooler bag Olmeca Tequila Gold 750 Cinnamon Shaker Grant's Family Reserve 1140 Grant's Sherry Cask 50 ml Relax Riesling 750 Bath & Body Wash Sashets Havana Club Anejo Blanco Rum 1140 Havana Club Reserva 50 ml Dooley's Original Toffee Cream Liquor DC Vodka Mini Hendrick's Gin 750 Glenfiddich 12 YO 50 ml Vex Hard Kiwi Mango Lemonade 6 Pk-B 2046 Vex Mini Purse Ekstra 500 Food Matching Book 72 Promotional Turn 2

73 Bonus AIR MILES Reward Miles LCBO# Description Size (ml) BAM Display Program 166 Sogrape Mateus Rosé Pama Pomegranate Liquor Extender R Canadian Club Szekszardi Voros Kekfrankos Alberta Premium Seagrams 83 (P.E.T) Captain Morgan White Rum Alberta Pure Vodka (P.E.T) Winzertanz Alberta Pure Vodka Vodka Mudshake - French Vanilla Extender R Silent Sam Vodka Paarl Brandy 5 Star Vodka Mudshake Chocolate 4pk-B Bees Baco Noir VQA Torres Sangre De Toro Prince Igor Vodka (P.E.T) Extender R Hennessy Vs Cognac Extender R Catto's Rare Old Crown Royal De Valcourt Napoleon Vsop Small Cask Brandy Anselme La Fiole Du Pape Chateauneuf Pape Red Prince Igor Vodka (P.E.T) Extender R Marquis De Villard Brandy...See # Woodford Reserve Distiller's Select Bourbon Extender R Duff Gordon Brandy Finlandia Vodka Canada Gold Whisky (P.E.T) Danzante Pinot Grigio Disaronno Amaretto Prince Igor Extreme Vodka Zubrowka Bison Vodka Penfolds Koonunga Hill Cabernet Sauvignon End Aisle Los Arango Reposado Tequila Havana Club Dry 7 Years Old Small Cask Brandy (P.E.T) Bees Pinot Grigio VQA De Bortoli Deen Vat 10 Pinot Noir End Aisle Smithwick's Imported Premium Irish Ale Peller Estates French Cross Vidal Carton Captain Morgan Private Stock Rum Creekside Shiraz VQA Glenmorangie The Lasanta Highland Malt Marketing & Product Guide 73

74 Bonus AIR MILES Reward Miles Continued LCBO# Description Size (ml) BAM Display Program Gnarly Head Cabernet Sauvignon Extender R Polar Ice Vodka (Pet) Hillebrand Artist Series Chardonnay VQA Red Knot Cabernet Sauvignon End Aisle Lanson Rose Label Brut Rosé N/V Inniskillin Brae Blanc Reserve VQA Rosemount Pinot Noir End Aisle Uv Pink Lemonade Vodka Extender D Billyrock Station Pinot Grigio End Aisle Billyrock Station Shiraz End Aisle El Dorado...See Hpnotiq Liquor Dujardin Vsop Brandy...See # Warsteiner Premium Lager 6 Pk-B Muskoka Cream Ale Extender D Xoxo Pinot Grigio/Chardonnay Polar Ice Vodka J.P. Chenet Limited Release Pinot Noir Extender R Rafale Syrah Alianca Bairrada Reserva Sangalhos Rafale Cabernet Sauvignon Peller Estates French Cross Merlot Carton J.P. Chenet Sauvignon Blanc Bolivar Coffee Liqueur Piat D'Or Chardonnay Misterio Cabernet Sauvignon Extender R Bouchard Pere & Fils Gamay Macon Jack Daniel's Lemonade 4 Pk-C Extender D Vineland Estates Dry Riesling VQA Grand Sud Merlot Don Julio Blanco Extender D Open Rosé VQA Batasiolo Barolo Doc Wiser's Legacy Canadian Whisky James Oatley Tic Tok Sauvignon Blanc POD James Oatley Tic Tok Cabernet Sauvignon POD Carolans Light Irish Cream Extender R Flourish Riesling Vidal VQA Fresh Merlot Syrah VQA Lizard Flat Chardonnay End Aisle Colle Secco Montepuciano D'Abruzzo Wild Turkey Bourbon Okocim Mocne Morse Code Shiraz End Aisle Promotional Turn 2

75 Bonus AIR MILES Reward Miles Continued LCBO# Description Size (ml) BAM Display Program Amarula Cream Liqueur Dujardin Vsop Brandy Luksusowa Vodka Xanadu Next Of Kin Sauvignon Blanc Semillon POD Xanadu Next Of Kin Chardonnay POD Xanadu Next Of Kin Shiraz POD St. Hallett Gamekeeper's Shiraz Cabernet End Aisle The Knappstein Insider White End Aisle Alpenbitter No Rosemount Diamond Cellar Shiraz/Cabernet End Aisle Marquis De Villard El Dorado 5 Year Old Rum Lenswood Hills Pinot Noir End Aisle Clare Hills Shiraz Cabernet End Aisle Clare Hills Riesling End Aisle Catto's Rare Old Thorn-Clarke Terra Barossa Merlot End Aisle Hardys Butcher's Gold Shiraz Sangiovese Chr.No Hero Full Press Chardonnay Full Press Cabernet Sauvignon Full Press Chardonnay Full Press Merlot Emeri Pink Moscato End Aisle Emeri Sparkling Pinot Grigio End Aisle De Bortoli Deen Val 4 Petit Verdot End Aisle Palm Bay Key Lime Cherry 6 Pk-C Extender D5, Promo Fixture El Jimador Paloma 4 Pk-C Promo Fixture Jack Daniel's And Ginger 4 Pk-C Promo Fixture El Jimador Margarita 4 Pk-C Extender R Montresor Amarone Chateau Pey La Tour Fonseca White Port Penfolds Koonunga Hill Shiraz/Cabernet End Aisle Whyte & Mackay Special Reserve Wolf Blass Red Label Shiraz/Cabernetsauvignon End Aisle Bombay Sapphire London Dry Penfolds Koonunga Hill Chardonnay End Aisle Peller Estates French Cross Red Wolf Blass Red Label Semillon/Sauvignon Blanc End Aisle Prince Igor Vodka Luksusowa...See # Islay Mist Scotch 8 Year Old Yvon Mau Merlot Vdp Extender R44 Marketing & Product Guide 75

76 Bonus AIR MILES Reward Miles Continued LCBO# Description Size (ml) BAM Display Program Hardys Stamp Series Shiraz/Cabernet End Aisle Pillitteri Cabernet/Merlot VQA Banff Ice Vodka Amarula Cream Liqueur Hardys Stamp Series Riesling/Gewurztraminer End Aisle Moet & Chandon Imperial Champagne Lindemans Bin 99 Pinot Noir End Aisle Appleton Estate V/X Lejay Cassis Creme De Cassis De Dijon Extender R Wolf Blass Yellow Label Riesling End Aisle Cameron's Auburn Ale 9 Pk-B Extender R Jackson-Triggs Riesling Black Series VQA Obikwa Sauvignon Blanc Extender C Grolsch Premium Lager Extender R Glenrothes Vintage Single Malt Forty Creek Barrel Select Louis Bernard Cotes Du Rhone Red Hardys Stamp Series Cabernet/Merlot End Aisle Peller Estates Family Series Chardonnay VQA Trius Cabernet Sauvignon VQA Peller Estates French Cross Blush Bib Wonambi Shiraz End Aisle Bolivar Coffee Liqueur Extender R Eastdell Estates Unoaked Chardonnay VQA Osborne Solaz Tempranillo Cabernet Sauvignon Extender R Wolf Blass Yellow Label Pinot Noir End Aisle Kozel Beer Red Knot Shiraz Montecillo Reserva Peller French Cross Sauvignon Blanc Bib Philippe De Rothschild Pinot Noir Vdp Skyy Vodka Lindemans Bin 85 Pinot Grigio End Aisle Banrock Station Shiraz Carton End Aisle El Dorado Special Reserve 15 Year Old Rum Promotional Turn 2

77 Bundled Bonus AIR MILES Reward Miles BBAM Option LCBO# Description 1 Size (ml) BAM Red Knot Cabernet Sauvignon Red Knot Shiraz BBAM Amount Total BAM Rafale Syrah Rafale Cabernet Sauvignon Ochakovo Premium Lager Rosemount Diamond Cellar Shiraz/Cabernet Penfolds Koonunga Hill Shiraz/Cabernet Wolf Blass Red Label Shiraz/Cabernet Sauvignon Great Lakes Red Leaf Lager Yankee Jim Ice Lager Xanadu Next Of Kin Sauvignon Blanc Semillon Xanadu Next Of Kin Chardonnay Xanadu Next Of Kin Shiraz Option 1 - Buy the two listed products at the same time and receive the Bundled Bonus AIR MILES Option 2 - Buy two of the same listed product and receive the Bundled Bonus AIR MILES Option 3 - Buy three of the same listed product and receive the Bundled Bonus AIR MILES Option 4 - Buy two of the three listed products and receive the Bundled Bonus AIR MILES Marketing & Product Guide 77

78 Neck Tags LCBO# Description Size (ml) Fat Bastard Cabernet Sauvignon Vdp 750 NT Approved $0.50 per bottle donation to Willow Breast Cancer Support Smirnoff Vodka (P.E.T.) 750 LiveNation Fetzer Sauvignon Blanc 750 Green Theme Fetzer Pinot Grigio 750 Green Theme Smirnoff Vodka 1750 LiveNation Yellow Tail Bubbles 750 [yellow tail] Facebook Contest Yellow Tail Pinot Grigio 750 [yellow tail] Facebook Contest Giovello Prosecco 750 $0.50 per bottle donation to Willow Breast Cancer Support Tanqueray Dry Gin 1750 Royal Wedding Recipe Mission Hill Sauvignon Blanc VQA Five Vineyds Mission Hill Pinot Blanc VQA Five Vineyards Mission Hill Pinot Noir VQA Five Vineyards South Sauvignon Blanc Reserva South Cabernet Sauvignon Reserva Drip Stop 750 Drip Stop 750 Drip Stop El Jimador Tequila 100% Agave Blanco 750 Recipe $0.50 per bottle donation to Willow Breast Cancer Support $0.50 per bottle donation to Willow Breast Cancer Support Gato Negro Cabernet Sauvignon Fresh Cabernet Gamay VQA Fresh Sauvignon Blanc Chardonnay VQA Fresh Rosé VQA 750 $0.50 per bottle donation to Willow Breast Cancer Support $0.50 per bottle donation to Willow Breast Cancer Support $0.50 per bottle donation to Willow Breast Cancer Support $0.50 per bottle donation to Willow Breast Cancer Support Crush Sauvignon Blanc Semillon 750 Crush Awards Gato Negro Sauvignon Blanc 750 $0.50 per bottle donation to Willow Breast Cancer Support 78 Promotional Turn 2

79 Neck Tags Continued LCBO# Description Size (ml) NT Approved Cave Spring Riesling VQA 750 Cave Spring Cookbook Promotion Fetzer Zinfandel 750 Green Theme Wolf Blass Yellow Label Cabernet Sauvignon Gato Negro Merlot Krupnik Honey Liqueur 750 Recipe 750 Smartphone Tasting App Fetzer Chardonnay 750 Green Theme $0.50 per bottle donation to Willow Breast Cancer Support Stoneleigh Marlborough Sauvignon Blanc 750 Random House Fetzer Cabernet Sauvignon 750 Green Theme Fetzer Merlot 750 Green Theme Cave Spring Sauvignon Blanc VQA 750 Recipe Eastdell Estates Rosé VQA Fat Bastard Shiraz Vdp Fresh Gewurztraminer/Riesling VQA Giovello Pinot Grigio 750 $0.50 per bottle donation to the Ride to Conquer Cancer $0.50 per bottle donation to Willow Breast Cancer Support $0.50 per bottle donation to Willow Breast Cancer Support $0.50 per bottle donation to Willow Breast Cancer Support Astoria Prosecco La Robinia 750 Summer Party Ideas Pitu Cachaca 750 Recipe Eastdell Black Cab VQA Fat Bastard Sauvignon Blanc Vdp Fat Bastard Merlot Vdp 750 $0.50 per bottle donation to the Ride to Conquer Cancer $0.50 per bottle donation to Willow Breast Cancer Support $0.50 per bottle donation to Willow Breast Cancer Support Yellow Tail Cabernet Sauvignon 750 [yellow tail] Facebook Contest Giovello Pinot Grigio 1500 $0.50 per bottle donation to Willow Breast Cancer Support Marketing & Product Guide 79

80 80 Promotional Turn 2

81 Participating Stores Column Heading Store # Banner Inserts Pod Program Sold End Aisles End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Showcards Power Aisle Banners Perimeter Banners Exterior Transparencies Perimeter Transparencies Square Perimeter Transparencies Horizontal Special Promotions Fixtures golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Mini Thematic Program Featured Gift Program Bilingual Key H= Hero Display T= Thematic Banner Insert Builds all Pods Number of Sold End Aisles and (P)remium or (S)tandard Flight # of Number of signs shipped Number of Regular Extenders In Store See Sold Space Program Extender Section for participating extender locations. C = Community Extender Program # of Extenders # of Extenders # of Extenders # of Extenders # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped # of Number of signs shipped Y = Participating Store (2 Fixtures) Y = Participating Store Y = Participating Store Y = Participating Store Y = Participating Store (on Promo Fixture) Y = Participating Store Y = LCBO stores located in FLS designated areas B = LCBO FLS designated stores See back/inside cover for definitions

82 Participating Stores See Chart on Page 81 for codes. This list is included in the P2 Worksheets file posted on the portal Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 1 H Y Y Y Y B ST Y BD Y Y B 4 T Y B 5 H Y Y Y Y Y B 6 H Y Y Y Y Y B ST Y B 8 T Y B 9 T ST Y B 10 H Y Y Y Y Y BD 11 H Y Y B 12 T Y B Y Y B Y Y Y Y B 15 H Y Y Y Y Y Y B 16 ST Y Y B 18 H Y Y Y Y Y B 19 H Y Y Y Y Y B 20 H Y Y Y Y B 21 H Y Y Y Y Y Y 22 H Y Y Y Y Y 23 H Y Y Y Y Y BD Y BD Y Y Y Y Y 26 H Y Y Y B 27 H Y Y Y Y B 28 T Y Y Y 30 T ST Y 31 H Y Y Y Y 32 H ST Y Y B 34 H Y Y Y Y B 35 H Y Y Y Y Y 36 H Y Y Y Y Y BD 37 H Y Y B 38 H Y Y Y Y Y BD Y 40 H Y Y Y Y Y BD 42 T ST Y 43 H Y Y 44 H Y Y Y Y Y Y Y Y ST Y Y Y Y Y ST Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 49 T ST BD 50 H Y Y Y Y BD 51 ST 52 ST Y BD ST Y ST B 55 H Y BD 56 T Y 57 H Y Y Y Y Y Y Y Y Y BD 59 H Y Y Y 60 H Y Y Y Y Y 61 H Y Y Y Y 62 H Y Y Y Y 63 H Y Y Y B 64 H Y Y Y Y 65 H Y Y Y Y Y 66 T ST Y BD ST Y BD 68 H Y Y Y Y ST Y ST Y Y 71 T ST Y Y Y Y 73 H Y Y 74 H Y Y 75 T ST Y BD ST Y BD 77 T Y Y BD ST Y BD 79 H Y Y Y 80 H Y Y Y 81 T ST Y BD 82 H Y Y Y Y Y Y Y Y BD 84 T ST Y 85 H Y 86 H Y Y 87 T ST Y 88 T ST Y ST Y BD 90 H Y Y Y Y 91 T ST Y BD 92 T ST Y B 93 H Y Y Y 82 Promotional Turn 2

83 Participating Stores See Chart on Page 81 for codes. This list is included in the P2 Worksheets file posted on the portal Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 94 T ST Y 95 H Y Y Y Y 96 T ST Y Y Y Y Y 98 T ST Y BD ST Y BD 101 H Y Y Y 102 H Y Y Y Y Y 103 T ST Y BD 104 T ST Y B ST Y 106 H Y Y Y Y Y Y 107 T ST Y 108 T ST Y BD 109 T ST Y ST Y Y 111 T ST Y ST Y BD 113 T ST Y ST Y 115 H Y Y Y Y Y Y 116 T ST Y 117 T ST Y BD 118 T ST Y BD ST Y ST Y ST Y BD 122 T ST Y BD 123 T ST Y BD Y 125 H Y Y Y Y BD ST Y BD ST Y 128 T ST Y B ST Y BD 130 H Y Y Y Y ST Y 132 H Y Y Y Y Y B ST Y ST Y BD 135 T T ST Y ST Y ST Y 139 T ST Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 140 H Y Y Y Y BD ST Y ST Y 143 H Y Y Y Y Y B 144 H Y Y Y Y Y Y ST Y ST Y 148 H Y Y Y Y Y Y 149 H Y Y Y Y Y B ST Y BD 152 H Y Y Y Y Y 154 H Y Y Y Y B 155 H Y Y Y Y 156 H Y Y Y Y 157 T ST Y 158 T ST Y 159 T ST Y Y 161 T ST Y 162 T ST Y BD 163 H Y Y B 164 H Y Y Y Y B 165 H Y Y Y B 166 T ST Y Y 167 H Y B 168 H Y Y Y Y Y 169 T ST Y 170 T ST Y 171 H Y Y Y Y Y B ST Y ST Y BD 174 T ST Y Y Y Y Y ST Y 178 T ST Y 179 H Y Y Y Y ST Y BD Y 182 H Y Y Y Y B Y Y Y B 184 T ST Y BD 185 H Y Y Y Y Y B 186 T Y Y B Marketing & Product Guide 83

84 Participating Stores See Chart on Page 81 for codes. This list is included in the P2 Worksheets file posted on the portal Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 187 H Y Y Y Y Y 188 H Y Y Y ST Y BD 190 H Y Y Y B 191 H Y Y Y Y Y Y Y B ST Y BD 194 T ST Y Y 195 H Y Y Y Y Y B 196 H Y Y Y Y 197 T ST Y 198 H Y Y Y Y B Y Y 200 H Y Y Y Y Y B 201 H Y Y Y Y Y Y 203 Y ST Y BD 205 T ST Y 207 H Y Y Y Y BD 208 T ST Y 209 H Y Y Y Y Y Y Y Y 211 H Y Y Y 212 H Y Y Y Y Y B 213 T ST Y Y Y Y Y B 216 H Y Y 217 H Y Y Y Y Y BD 218 H Y Y Y Y B 219 T ST Y 220 T ST Y BD 221 T ST 222 T ST Y 223 T ST Y 224 T ST Y 225 T ST Y BD 226 H Y Y Y Y Y 227 T Y 228 H Y Y Y Y B 229 T ST Y ST Y 231 T ST Y 232 T ST Y 233 H Y Y B Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language Y Y Y B ST Y 236 T ST Y BD Y Y Y 238 T Y Y 239 T ST Y ST Y ST Y BD 242 H Y Y Y Y B 243 H Y Y Y Y Y Y BD 244 H Y Y Y Y ST Y BD 246 T Y Y 247 T ST Y 248 H Y Y Y 249 H Y Y Y Y B ST Y ST Y 252 H Y Y Y Y Y 253 H Y Y Y Y Y BD 254 T ST Y 255 H Y Y Y B ST Y B ST Y 258 T ST Y ST Y ST Y Y 261 T ST Y ST Y 263 H Y Y Y Y 264 T ST Y 265 H Y Y Y Y 266 T ST Y Y 267 T ST Y Y Y B 269 H Y Y Y Y B 270 T ST Y ST Y ST Y BD 273 T ST Y ST Y 275 T Y 276 T ST Y 277 T ST Y 278 H Y Y Y Y BD 84 Promotional Turn 2

85 Participating Stores See Chart on Page 81 for codes. This list is included in the P2 Worksheets file posted on the portal Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language Y B ST Y BD 281 T ST Y 282 T ST Y ST Y 284 T ST Y ST Y ST Y 287 H Y Y Y Y BD 288 H Y Y Y Y Y 289 T Y ST Y 291 T ST Y BD ST Y 293 T ST Y 294 T ST Y 295 H Y Y Y Y Y B 296 T ST Y 297 T ST Y Y 298 H Y Y Y Y Y 299 T Y 300 H Y Y Y Y ST Y ST Y 303 T ST Y 304 T ST Y ST Y 306 T Y ST Y ST Y BD ST Y B Y Y B 311 H Y Y Y Y 312 H Y B Y Y 314 T ST Y ST Y 316 T ST Y 317 T ST Y 318 T ST Y ST Y ST Y Y B 321 H Y Y B ST Y BD 323 T ST Y Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 324 H Y Y Y Y Y BD 325 H Y Y Y Y Y Y 326 H Y Y Y Y Y 327 T ST Y BD 328 T ST Y 329 H Y Y Y Y B 330 T ST Y ST Y ST Y BD 333 ST Y B 334 H Y Y Y Y Y B 335 T ST Y ST Y ST Y ST Y BD ST Y 340 H Y Y Y Y Y Y Y Y 344 H Y Y Y Y 345 T Y Y 346 H Y Y Y Y Y ST Y ST Y ST Y BD ST Y 351 H Y Y Y Y 352 T ST Y 353 H Y Y Y Y Y 355 H Y Y Y Y Y Y B 356 H Y Y ST Y 359 H Y Y Y BD 360 H Y Y Y Y Y Y B 361 H Y Y Y Y Y B 362 H Y Y Y B ST B 364 T ST Y 365 ST 366 H Y Y Y B 367 H Y Y Y Y Y BD 369 T 10 4 ST Y ST Y BD 371 H Y Y Y Y Y B 372 T ST Y Marketing & Product Guide 85

86 Participating Stores See Chart on Page 81 for codes. This list is included in the P2 Worksheets file posted on the portal Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 373 H Y Y Y Y 374 T Y ST Y BD ST Y 378 H Y Y Y Y 379 T ST Y 380 T ST Y 381 H Y Y Y Y Y 382 H Y Y Y Y 383 H Y Y Y Y Y 384 H Y Y Y Y BD 385 H Y Y Y B 386 H Y Y Y Y 387 H Y Y Y Y BD 388 H Y Y Y Y B 389 H Y Y Y B 390 H Y Y Y Y Y 392 H Y ST Y Y 393 H Y Y Y Y Y BD 394 H Y Y Y B ST Y BD 397 H Y Y Y Y Y 398 H Y Y Y Y Y B ST Y Y Y Y Y BD Y Y 402 H Y Y Y Y ST 404 H Y Y Y Y ST Y BD Y Y BD 407 H Y Y Y B 408 H Y Y Y B ST Y ST Y B 412 H Y Y Y Y Y Y B ST Y 414 T ST Y 415 H Y B 416 H Y Y Y Y Y BD 417 H Y Y Y Y Y Y 418 T ST 419 T Y Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 420 ST B ST Y B ST Y BD ST Y 424 BD 425 H Y Y Y Y B 426 H Y Y Y B 427 ST 428 H Y Y Y Y B Y Y 431 H Y Y Y Y BD 432 H Y Y Y Y Y ST Y 434 H Y Y Y Y ST Y BD ST B 437 H Y Y Y Y Y 438 H Y Y Y Y Y B ST Y 440 T ST Y ST Y BD ST Y 443 H Y Y Y Y BD 444 H Y Y Y Y B 445 H Y Y Y Y Y 446 T Y ST Y 448 T ST Y ST Y 450 T Y ST Y 452 H Y Y Y Y BD Y Y Y ST Y 455 T ST Y Y Y Y Y 457 H Y Y Y Y Y Y B 458 H Y B 459 H Y Y Y Y Y ST Y 461 T Y Y 462 T ST Y ST Y BD ST Y 86 Promotional Turn 2

87 Participating Stores See Chart on Page 81 for codes. This list is included in the P2 Worksheets file posted on the portal Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 465 H Y Y Y Y ST Y BD 467 H Y Y 468 T ST Y ST Y 470 H Y Y Y Y B ST Y ST Y ST Y ST Y ST Y ST Y 478 T ST Y ST Y ST Y 481 H Y Y Y Y ST Y Y BD 484 H Y Y Y B 485 H Y B Y Y Y Y ST Y B ST Y B ST Y 490 H Y Y Y Y B 492 T ST Y ST Y 494 H Y Y Y B 495 H Y Y Y Y Y 496 T ST Y 497 H Y Y Y Y Y H Y Y Y Y Y B 501 H Y Y Y Y Y T ST Y 505 H Y Y Y Y BD ST Y BD 507 T ST Y BD 509 T ST Y ST Y 511 H Y Y Y Y Y Y B 512 ST B ST Y Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 515 ST B ST Y 517 T ST Y 518 H Y Y Y Y B ST Y B 520 T ST Y 521 H Y Y Y Y BD Y Y Y Y 523 H Y Y Y Y Y 524 T ST Y BD 525 H Y Y Y Y Y Y BD 526 ST BD 527 T ST Y 528 H Y Y Y Y Y Y B 529 T ST Y 530 T ST Y 531 T ST Y B Y B Y Y B 534 H Y Y Y Y B ST Y 536 H Y Y Y Y Y ST Y 538 ST BD 539 T Y Y B 540 H Y Y Y Y BD ST Y 542 H Y Y Y Y Y B 543 T ST Y 544 H Y Y Y Y Y 545 H Y Y Y Y Y 546 H Y Y Y Y Y B 547 ST Y B ST Y 549 H Y Y Y Y Y ST Y Y Y B 553 H Y Y Y Y B 555 H Y Y Y Y B 556 H Y Y Y Y B ST Y ST Y 559 H Y Y Y Y 560 T ST Y 561 T 5 5 ST Y 562 T ST Y Marketing & Product Guide 87

88 Participating Stores See Chart on Page 81 for codes. This list is included in the P2 Worksheets file posted on the portal Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language 563 H Y Y 564 H Y Y Y B ST Y BD 566 H Y Y Y Y Y ST Y 568 H Y Y Y Y BD 569 H Y Y Y Y Y ST Y 571 Y Y B 572 H Y Y Y B 573 H Y Y Y Y ST Y BD 575 H Y Y Y Y Y B 576 T ST Y BD ST Y BD 578 T ST Y BD 579 H Y Y Y Y Y Y 581 T ST Y Y 582 T ST Y ST Y 584 H Y Y Y Y Y B 586 H Y Y Y Y 587 H Y Y Y Y ST Y BD Y Y BD 590 H Y Y Y Y Y ST Y 593 H Y Y Y Y B 594 T ST Y 595 T ST Y 596 T ST Y ST Y B 598 ST BD 599 T ST Y 601 H Y Y Y Y Y B 602 H Y Y Y Y ST Y ST Y BD 605 H Y Y Y Y Y ST Y ST Y ST Y T ST Y ST Y 88 Store # Banner Stand POD Program Sold End Aile End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banner Show Card Power Aisle Banner Perimeter Banner Exterior Transparency Transparency Square Transparency Horizontal Special Promotions Fixtures Ontario Wine Superstars Ontario Wine Popular Pick golocal FSI Fixture OCB End Aisle Mini Thematic Program Featured Gift Language ST Y 616 H Y Y Y Y 617 H Y Y Y Y Y 618 H Y Y 619 H Y Y Y Y Y Y B Y Y ST Y 623 H Y Y Y Y Y Y 624 H Y Y Y Y Y Y BD ST Y BD 629 H Y Y Y Y Y 630 H Y Y Y Y Y Y 631 H Y Y Y Y Y B 632 H Y Y Y Y Y 634 H Y Y Y Y Y Y Y Y Y ST Y B Y Y B 697 ST B 698 H Y Y Y Y Y B 700 H Y Y Y Y Y Y B 702 H Y Y Y Y Y Y 703 H Y Y Y Y Y B 742 Y BD 771 H Y Y Y Y 776 H Y Y Y Y Promotional Turn 2

89 Display Table Merchandising Guidelines The following section provides direction on merchandising Nesting and Promo Tables. If you have any questions, please contact your store s Regional Visual Merchandiser or visual.merchandising@lcbo.com.

90 Merchandising Display Tables Display Table Themes The new Nesting Table Map is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-with-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. example of colour, Size, Type Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential. Product Orders example of like with like For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. Product Placement Avoid spreading products over the entire table. Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer-friendly fixture. Remember to consider the colour, size and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. 90 Promotional Turn 2

91 Nesting Table Baskets Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket to complement the theme. Sign the product with metal sign holders and black sign inserts. Each medium-sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. example of BaSKeT with SigN Marketing & Product Guide 91